Abstract

Green marketing movement, much as green consumption, reflects businesses’ responsibility toward society to ensure that they conduct their activities in a way that minimizes the negative effects on the environment. Therefore, for the last thirty years green market is the highly discussed topic in the research area. The paper explored issues are linked with the theoretical approach of green marketing strategies with on consumers’ behavioural intention to purchase green product. In addition, to elaborate the importance of green marketing strategies are indicating improvement. The application and mechanics green marketing strategies discussed related to the implementation of the current practices of environmental green product improvement that adopted in firms.