The purpose of this paper is to comprehend the effect of green marketing, advertising, and sustainable packaging on customer purchasing activities. In this context, price acts as an important mediator to evaluate consumer's intentions to purchase green products or services of the business carrying out sustainable and green marketing activities. In this paper mediation effect of price is analyzed in detail. Taking into account the overall impact and importance of green marketing on the world's overall well-being, it is important to study its impact on consumer purchasing behavior. In order to find out the impact of green marketing on consumer purchasing behavior a detailed and concise questionnaire was used. The result of this study would be beneficial to the overall well-being of businesses or firms carrying out green marketing initiatives in the emerging market of Pakistan. The majority of respondents positively respond towards companies taking sustainable and green marketing.