The intensifying environmental crisis and heightened consumer awareness have propelled green marketing to the forefront of sustainable business practices. This study critically examines the influence of green marketing strategies on sustainable consumer choices, with a focus on how environmental messaging, eco-labeling, and corporate social responsibility shape consumer behavior. Drawing on recent theoretical advancements and empirical findings, the paper investigates the psychological, demographic, and cultural factors mediating green purchasing decisions. Furthermore, the study evaluates the authenticity and effectiveness of green marketing initiatives across industries and regions, highlighting the risks of greenwashing and consumer skepticism. By integrating behavioral science with marketing frameworks, the paper offers a nuanced understanding of the dynamics between corporate sustainability efforts and consumer preferences. The findings underscore that while green marketing can significantly affect sustainable consumption patterns, its success is contingent upon transparency, trust, and alignment with broader socio-environmental values. This research contributes to the discourse on sustainable development by providing strategic insights for marketers, policymakers, and stakeholders in fostering environmentally responsible consumption.
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