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[47] Most of consumer perceived that Green products are high price and low in quality [17]; [48] ☁Product perception is influenced by situational variables and social reference groups[21]. [49] study that consumer willingness to pay more for environment friendly products and his concern for pollution and recycling forms his attitude as a ☁Green buying behavior☂. A number of researcher have studied the consumer behavior willingness to pay for green electricity in many countries [7]; [35]. Surveys showed that the European consumers are interested in green products and willingness to pay for green features. Owing to consumers☂ green concerns, 92% of European multinationals has adopted environmental sustainability programs [50]. Accordingly, different [51];[52];[53];[54];[55] were undertaken studies to determine the younger☂s influence on the purchase decision and found that adolescent consumers have substantially influence on the buying decision of their family. [19] support that a green consumer can be motivated by providing an added benefit in product either a cost effective or a environmentally friendly solution. [47] states that consumer behavior can be developed by highlighting the relative advantage of Greener Products as compared with the other products that creates environmental problems. [37] further states that behavior of the consumer can be changed and modified if company speaks desirable benefits or features of product or services that matched with the consumer belief in his advertising or other communication. A firm engaged in the cause related marketing because of its long term benefits i.e. Attract and retain consumer for longer period of time. In such type of marketing activity, consumers are emotionally motivate to take part and because they wanted to feel different from other members of society or in their groups Ottman [19]. [19] is in the opinion that ☁Habits are decided early in life☂ children will make better decision if they start educate at an early age. Peattie is in the view that the companies should put more focus on rewarding schemes in early stages of ☁habit formation☂ of consumer [47]. [56] explained that consumer wanted to know about the particular and specific information about the product or service which they about to buy are environmentally friendly. Through advertisements on radio, on billboards & in print media, are making aware the consumers about the environmental issues by the green companies along with price that has substantial effect on consumers to choose a new electric supplier [57] Consumer☂s decisions influence by the media, as a stakeholder, the role of media cannot be ignored; it is the only source through which a consumer received much of environmental related information. [19] Consumers become more suspicious towards those firms that stress more environmental theme in their communication. Thus, a firm should design strategy carefully for the long term [58]. Environmentally friendly communication form consumer attitude purchasing the green products[59]and use of product labeling in advertising some time influence on consumer[60].Where as [61] it may or may not affect the consumer purchasing decision. [49] Defines reference group as ☁A reference group is a person or a group that influences another person☂s decision☂. Reference groups have important role in spreading of information about the product and have influence on behavior. People in groups make decision collectively rather than individually. Consumer in a group likes to inform others about the positive and negative features of the green product [37]. 3 Consumer Decision Process According to [13] changing the electricity supplier behavior in Swedish household has increased during the last years. Sweden Government deregulated electricity market in 1996. Large numbers of countries have deregulated their electricity market allowing house hold customers freedom to choose any electricity supplier that are connected to the grid. So product differentiation became a potentially important strategy to attract consumers. Many researchers [4];[62] have suggested that environmental concerns have become important issues in every society that increased the intention of prospect consumer to buy Energy Efficiency (EF) products and those consumer who are more environmentally conscious are showing more willingness to engage in Energy Efficiency consumer behavior. [63] has suggested that consumer purchase decision help the marketers to design the marketing mix to achieve the target of sustainability and provide the criteria that the product system must be ☁compatible with ecosystems☂. [63] further stated that ☁Customers must learn to base their purchase decision not only on how well products satisfy individual needs but also on how these products affect the natural environment☂. [64] Suggested that consumer will repeat purchase if the outcome of purchase and consumption would be Recent Researches in Economics ISBN: 978-1-61804-061-9 92