Environmental issues have gained remarkable attention in last two decades. The meager voice raised in early 70’s regarding environmental protection has become the worldwide recognized green marketing campaign. Environmental issues not only got attention of the civil society but also proved to be the most important marketing opportunity for the marketers in the developed countries. Environmental issues has also forced the governments and regulatory authorities to formulate the eco-friendly rules and regulations. Apparently quite less work has been done on green marketing in the developing countries. The conceptual framework developed for this study is to investigate the factors affecting the green purchase intention and actual green purchase behavior in developing countries. Based on theory of reason action (TRA), theory of planned behavior (TPB), in conjugation with attribution theory and using media as influencer, it was tired to analyze the values and attitude influencing the green purchase intention (GPI) and actual green purchase behavior (GPB).The study empirically tested the impact of media, perceived consumer effectiveness (PCE), Environmental concern (EC), Internal environmental locus of control (INELOC), External environmental locus of control (EXELOC) on behavioral intention and actual purchase behavior related to green products. A self-administrated questionnaire was used to conduct this quantitative study and all the variables were measured by using well established measurement scales. The sample size used in the study was five hundred eighty-four and the respondents were selected by using purposive sampling technique. The hypothesized causal relationships were tested by structure equation modeling (SEM) and Analysis of moment structure (AMOS) version 21 is used to perform the confirmatory factor analysis (CFA) and path analysis. The findings of the study revealed that media significantly influence the perceived consumer effectiveness (PCE), environmental concern (EC), internal environmental locus of control (INELOC) and external environmental locus of control (EXELOC). It was also reported that perceived consumer effectiveness (PCE), internal environmental locus of control (INELOC) and external environmental locus of control (EXELOC) had a significant impact on the green purchase intention (GPI), but environmental concern (EC) had no significant impact on green purchase intention (GPI). The result finding also validates the theory of planned behavior (TPB) in the context of developing countries that Green purchase intention (GPI) has significant impact on green purchase behavior (GPB). Awareness campaigns should be run for green products to enhance the public awareness regarding environmental issues. Media can play a very vital role for the adoption and acceptance of green products. Regulatory authorities and government should make and enforce laws to protect the environment. Government should make environmental friendly policies, subsidize the green product and offer incentives for the producers of the green products. Companies should also take this green revolution as an opportunity to win the consumer heart and dollars. Firms should focus on R&D for green alternatives and offer green substitute for conventional products to get the first mover advantage, as seemingly future is bright for the green products only.