The purpose of the current research work is to examine the factors affecting green purchase intention (GPI) of consumers. In effect the study sightseen the subject of green marketing in context of working consumer of the private sector universities situated in Khyber Pakhtunkhwa, Pakistan. The current study mainly focused on finding of the elements and factors effecting green purchase intention of consumers. The research study was based on quantitative method to test the framed hypothesis and rationality of the tools. A purposive sampling technique is utilized to allocate questionnaire amongst selected sample size. Principle component analysis with varimax rotation is utilized to test the unifactoriality of the variables. The results of all the tests indicated that all objects or item of each factor are associated with each other, furthermore it also make available enough validation of the construct validity. Descriptive statistics, factor analysis and finally Structural Equation Modeling (SEM) were used to check the relational hypotheses. The finding of the study shows that consumer awareness, health consciousness, green availability, and product are positively linked with green purchase intention. The current research study can help managers and owners of the firms in identifying best solutions for replacing conventional activities used from place of production to place of consumption.
Green Marketing, Awareness Aspect, Marketing Aspect, Social Aspect,