The effect of space and temperature dependent heat generation/absorption on an unsteady laminar boundary layer flow of viscous, incompressible, radiating and electrically conducting fluid over a vertical stretching permeable surface is investigated numerically in the presence of applied magnetic field and buoyancy force. By applying similarity analysis, the governing partial differential equations are transformed into a set of non-linear coupled ordinary differential equations and they are solved by Runge-Kutta-Fehlberg method along with shooting technique. The numerical values obtained within the boundary layer for the dimensionless velocity, temperature, skin friction coefficient and heat transfer rate are presented through graphs and tables for several set of values of governing parameters.