In support for environmental concern and sustainable development, most countries are pay more attention to environmentally friendly consumption. Consumption of green has more intention among consumers and main impediment to both local and international marketers. As the green business is now becoming a trend and strategy, attention from Malaysian Government getting increase. In the recent years, the Malaysian Government has involved in numbers of green projects, green technology, promoting green business and encouraging a green consumerism among Malaysians. Each individual is responsible for environmental degradation which rsult harmful effect on environment. This study interested in investigating the influence of pro-environmental behavior, environmental knowledge & concern and attitude towards green purchases on green purchase behavior among consumers, by focusing on students in Universiti Sains Malaysia (USM).