A study of Effect of 4 p’s of marketing on the Purchasing Decisions of the Green Financial Products of Environmental conscious Consumers.

Green is the new color of the market. Every company is becoming green in terms of products, price, and place or in the promotions in showing its true affect of going green. To become the part of the Green Bandwagon now a day’s companies’ tries to adopt at least one P from the Green P’s of Marketing i.e. they try to deliver the green by adopting any of the green practice. The current paper tries to indentify the variables which influence the decision of the environmental conscious consumers in reference to purchasing decisions of green financial products. The main aim is to find out the preference towards greenfinance based on the environmental, interpersonal characteristics, & specification on 4 P’s of the marketing.