Green marketing refers to the development and promotion of products or services that are environmentally friendly or sustainable. The goal of green marketing is to inform and persuade consumers that a product or service is environmentally safe, and that its production and disposal will not harm the environment. This study aims to examine the relationship between purchase intention and various aspects associated with organic products such as price, appearance, shelf life etc. A survey of 475 participants was conducted, and results showed a negative relationship between purchase intention and price of organic/green products and taste of the organic products. It has been observed that though the consumers are aware about the health benefits of organic green products and negative effects of their counterpart non-organic synthetic products, most of them are not aware about the availability of alternative organic products for their current non-organic choices. Also, they have negative perception with regards to price, packaging, taste, shelf life of organic/green products. Environmental concern was found to significantly moderate this relationship, with individuals who reported higher levels of environmental concern showing a stronger intention to purchase environmentally friendly products. These findings suggest that companies should consider targeting consumers with high levels of environmental concern in their green marketing efforts, as these individuals are more likely to be receptive to such messages and exhibit a higher intention to purchase green products. These findings suggest that companies should consider targeting consumers with high levels of environmental concern in their green marketing efforts, as these individuals are more likely to be receptive to such messages and exhibit a higher intention to purchase green products.