Purpose – this paper aims to understand how familiar the Lebanese are with environmentally friendly FMCG and explore the major factors affecting behavior towards these products. In addition to understanding who the Lebanese green conscious consumer is. Ultimately, to have a distinctive study available in Lebanon as a reference for future studies. Design/methodology/approach – this research is mainly confirmatory since it is based on a previous research; however it has an explanatory aspect as well since there were no similar studies published in Lebanon. A deductive approach is used since ...