Nowadays, the whole world is facing a global climate change due to GHG emissions. Transportation is the second source of air pollution in the world. This thesis is treating the green consumerism within the automotive industry. Specifically, it assesses the factors that influence the willingness of consumers in Lebanon to buy a "green" car in an attempt to reduce air pollution and therefore climate change. This study is an environmental economic study in that it uses a Contingent Valuation Method (CVM) and assesses Willingness to Pay (WTP) of consumers for environmental protection. In addition, ...