The Myth of Environmental Sustainable Values. Does it Matter in Purchasing Behavior

Green marketing strategy is essentially a way promoting environmental sustainable values of organizations, in aim taking advantage of social intentions toward the core organization responsiveness. While in literature. There are enough details about firms’ policies and green practices, yet the main issue of how consumers associate with environmental sustainable values remains elusive. Understanding the consumer behaviours could lead organizations to engage in green operations and cater their specific target market. For this purpose, it is hypothesized in this paper that it is possible to enhance consumer green purchasing behaviour through the four C’s of green marketing mix. An empirical investigation among young customers in Iran provide an insight into devising appropriate marketing strategies