Promoting green purchase behavior means encouraging and persuading people to buy environmental friendly products. By adopting green marketing, firms can emphasize their social responsibility and promote their businesses as friends of the environment. Going green depends on boosting green purchases through effective promotional campaigns. To achieve this goal, firms need to identify the determinants of their customers’ green purchase behavior. This study was conducted on 243 youths in Bahrain; it examined the impact of environmental knowledge, attitudes, and concerns on shaping and boosting green purchase behavior. The findings of this study revealed that the youth in Bahrain have poor knowledge and concern and rather positive attitudes about the environment. The study also found that the three determinant variables (knowledge, concern, and attitudes) are positively associated with green buying behavior and that they play a significant role in shaping green buying behavior.
Keywords: Environment, Environmental Concern, Green Promotion, Green Purchase
