Main Article Content
Environmental problem is a burning topic nowadays as almost every country’s government and society has started to be more aware about these issues. This leads to a tendency of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. Customer’s attitudes are changing towards the environment to encourage innovation for conservation and the benefits from this source of innovation are certain to survive our current generation. This paper also focuses on the success of efforts put by marketers in bringing green brands awareness in consumer’s mind. It further reviews consumer behavior and impact of marketing communication to identify how consumers are influenced to opt for greener products.