Green marketing is a holistic marketing concept where activities from production to sales are done in a way that is favourable to the environment. The purpose of this study is to examine the influence of price, knowledge, eco-label, and peer pressure on the intention of young Malaysians to buy green products. The results of this study showed that price, and peer pressures have an influence on young consumers' intention to purchase green products, while knowledge, and eco-label have no influence.