This study focuses on the influence of eco-friendly factors that impacts consumer purchasing intention in Klang Valley. The population of Klang Valley is 8 million, ranked as the region in the nation with the fastest growth and highest level of development. This area has also had the most severe urbanization and environmental issues. They have been made worse by the enormous impact of unregulated expansion during the last two decades. The factors affecting consumer behaviour involving eco-friendly awareness, distribution, advertising, and packaging were scrutinized. For this study, the residents in the Klang Valley were targeted as the respondents. The convenience sampling method was used to collect the data. Questionnaires were distributed via social media. 432 responses contributed to this study's findings, discussion, and conclusion. This study revealed that eco-friendly awareness, distribution, and packaging significantly influenced the consumer's purchase intention. However, this study disclosed that eco-friendly advertising does not influence consumer purchase intention in Klang Valley, Malaysia.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0023/a.php" alt="Hit counter" /></p>