## 1 Introduction  
In the contemporary environment, green marketing has becoming increasingly significant globally. Green advertising is considered to be an effective method for the promotion of products, services,and business ideas, as it is deeply linked with the preservation of the natural environment [1]. For businesses operating under the current economic conditions, green product consumers are a major focus because they are considered to be a driving force for consumption. For the global economy, emerging trends involving green consumers have created a new market opportunity. Since the 1980s, green marketing and environmental marketing strategies have been a major interest for scholars. Green marketing and related ideas have been growing since the early 1990s [2; 3]. Green marketing activities have been increasing at a significant rate and have obtained enough confidence from consumers to be sustainable and profitable since the 2010s. It has been observed that green marketing has experienced particularly rapid growth in the United States, and now constitutes a market worth USD 250 billion annually in the United States alone [3].  
The idea of marketing management covers the retention of consumers in the long term through better marketing performance. However, in the contemporary business world, the concept of sustainability is covered under the title of green marketing in the existing literature. The idea of green marketing covered social dimensions in initial research, leading to a limited focus on environmental resources and the environmental impacts of conventional marketing in this context [4; 5]. Green marketing has been well defined under the theoretical assumption of a resource-based view. This idea was initially proposed by [6] for the development of three capabilities. These capabilities include the protection of the environment from pollution, the development of sustainable products, and the ability to conduct product stewardship processes.  
The aim of this study was to examine the impact of various green marketing approaches on consumer behaviors towards the environment in the United Arab Emirates (UAE). Numerous studies [7; 8; 9; 10; 11] have been conducted in both developed and developing economies. However, little attention has been paid towards the UAE from the perspective of green marketing and consumer behavior towards the environment. The UAE government plans to revamp its economy through climate change measures and by developing a green economy, but it requires the necessary data to facilitate such a transformation of its economy. In addition, the concepts of green marketing and consumer behavior towards the environment have not been examined in a collaborative way. In a general sense, in the field of marketing research, both green marketing and consumer behaviors have been studied separately [12; 13; 14; 15; 16]. With the passage of time, there has been an increase in consumer support for environmental protection, which has increased the demand for green products [17; 18; 19; 20; 21; 22; 23]. Therefore, we focused on filling this gap in the literature in the context of green marketing and consumer behaviors towards the environment. Based on our findings, this study provides an insight into ways to integrate these factors into the economy. This study attempts to answer the following questions:  
1. Is there a significant relationship between eco-labeling (EL) and consumer behavior towards the environment?
2. Is there a significant relationship between green packaging and branding (GPB) and consumer behavior towards the environment?
3. Is there a significant relationship between green product, premium and pricing (GPPP) and consumer behavior towards the environment?
4. Is there a significant relationship between environmental concerns and beliefs (ECB) and consumer beliefs towards the environment (CBTE)?