Nazanin Emamgholi - PhD Candidate, Department of Management, Islamic Azad University, Abhar ،Iran.
Babak Haji Karimi - Assistant Professor, Department of Management, Islamic Azad University, Abhar ،Iran

Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reducetheir impact on the environment. However, this is not widespread and is still evolving. In order to keep up with the changing business environment preserving the environment has become the necessity of any competitive organization inthe global market. Consumers develop positive green marketing awareness based on the growing environmental knowledge. They were aware of the green marketing program of the retail store when they noticed that the storeallocated specified space to sell eco-friendly products. Furthermore, the companies make their green marketing activities known to the publics by distributing eco-friendly fliers which helps to increase sales revenue, raise consumerawareness, and develop greater intention to purchase the products. The current study introduces the concept of green marketing and looks into the various ways in which the different consumer attributes are related to the concept of Green marketing. This study sought to review the influence of green marketing on consumer buying behavior inshopping centers in Guilan. We find out that shopping center endeavor to achieve some competitive advantage over their competitors in the dynamic business environment by using different marketing strategies that influence consumersto purchase green products and services. Green marketing strategy is one of the crucial strategies that cannot be left out by competitive organizations. Social responsibility can be concluded that, product strategy, pricing strategy, promotion strategy and distribution strategy of any company should emphasize on green marketing practices

green marketing, awareness, consumer satisfaction