The basic objective of this paper is to find out if marketing of green products can help people to go green and to find out the gap between people’s green believes and behaviors in an environment where environment friendly products are increasingly available. The study shows a significant correlation between consumer’s general environmental beliefs and consumer confidence in green products but there is no correlation found between general environment belief and consumer behavior which shows a value-action gap. It also reveals that marketing of green products is not affective as to make people aware about them but it is found that people will prefer products of companies that are environment friendly and have good image in this regard.

The basic objective of this paper is to find out if marketing of green products can help people to go green and to find out the gap between people’s green believes and behaviors in an environment where environment friendly products are increasingly available. The study shows a significant correla...