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The aim of this paper was to establish the relationship between environmental concern and consumers' green purchasing behavior. A survey instrument was developed that used scales to measure general environmental beliefs (HEP-NEP general environmental beliefs questions) and consumer's intention to buy environmental friendly products. Data were collected from a convenient (non-probability sampling method) sample of 150 consumers in the Sarajevo region. The results indicated that significant positive correlation does not exist between the environmental concern and consumer's green purchasing behavior. Expected gender difference on environmental concern scale and green purchasing scale was noticed, confirming that females scores higher than males. Other demographic characteristics: age, education and income did not generate significant differences on the environmental concern scale and …