This study investigates the direct impact of green marketing, green brands, green purchasing decisions, eco-label, and the theory of planned behavior on consumer behavior among women in Saudi Arabia, in addition to knowing the role of the theory of planned behavior as a moderating variable of the relationship between green marketing, green brands, green purchasing decisions, eco-label, and the theory of consumer behavior among women in Saudi Arabia. Questionnaires were distributed to 414 women in Saudi Arabia, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM) for 377 valid questionnaires for analysis and hypothesis testing. This study evaluates a structural model to understand the impact of various factors on consumer behavior among Saudi women, focusing on environmental labels, green purchasing decisions, green brands, green marketing, and the Theory of Planned Behavior (TPB). The analysis confirms that environmental labels have a positive and significant effect on consumer behavior, supporting the hypothesis that they influence sustainable consumption. Conversely, green purchasing decisions, green brands, and green marketing do not show a statistically significant effect on consumer behavior, challenging assumptions that these factors alone drive sustainable choices. The TPB was found to moderate the impact of environmental labels and green brands but did not consistently influence consumer behavior or interact effectively with other factors like green purchasing decisions and green marketing. The study’s findings suggest that while environmental labels are crucial, green marketing and branding strategies need to be more comprehensive. Additionally, TPB's role as a moderator varies, indicating the need for context-specific approaches to understand and influence consumer behavior better. The study highlights the importance of tailored strategies and continued research to refine models and interventions for promoting sustainable consumption.

Every year about 95% of new products fail for a simple reason that most customers do not have the time or energy to think about the advantages or disadvantages of the products they place in their shopping carts, so they rely on shortcuts to make a purchase decision such as quality, beauty and excellence of product packaging. Packaging becomes part and parcel of our contemporary life especially in the continuous development for the conception of marketing. It becomes one of the basic dimensions for the concept of production because it plays big role to emphasize the mental image of the product on the consumer’s side. The importance of packaging leads several of marketing thinkers to consider it as enclosed marketing mix elements and one of corner stone in which goods depend on its success process. Therefore, the current study aims to study the concept and the importance of packaging and its role in attracting the consumer’s attention, and to determine the difficulties that the companies undergo in the field of packaging. The study depends on assembling the primary data on questionnaire designed especially for this purpose, and distributed to 600 consumers in Riyadh city. In addition to that secondary data is collected from resources related to the study subject. Simple statistical analysis is used to analyze the data. The results of research confirm the big role for the packaging in consumer attraction in study sample with all dimensions (design, color, size, and shape). The most important recommen-dation of the study is that to adopt a clear policy for packing in industrial organizations that cope with high technological development and the fast changing in consumer's tastes. It must be taken into the consideration the modern marketing orientations in product's packaging including the green marketing that depends on using material that has a little environmental effect at packaging process compared with traditional methods.