Consumer behavior is the process that encompasses the various activities of people seeking, selecting, purchasing, using, evaluating and distributing products and services to meet their needs and desires. Consumer research helps businesses and organizations improve their marketing strategies. Green marketing is a phenomenon that has become particularly important in the modern marketplace. This concept allows and facilitates remarketing and packaging of existing products that already comply with these guidelines. Additionally, the evolution of green marketing has opened the door for organizations to co-brand their products in separate lines, honoring some environmental certifications and ignoring others. Such marketing techniques can be directly attributed to the environmental movement on the minds of consumers.