Marketing sustainability has recently emerged as a highly relevant topic since more and more firms implement sustainable marketing concepts targeting consumers concerned with environmental protection. This research analyses the effects of these strategies on consumers’ perception and their decision to purchase the products. While there has been increased emphasis on research on the effect of green marketing, little is known about the direct impact of this marketing strategy on consumers. This research study aims to fill this gap by analyzing the effects that green marketing campaigns evoke among consumers. In addressing the objectives of the study, the study shall utilize data gathered from surveys conducted with over 255 participants and secondary records and analyzed through descriptive statistics, correlation, and simple linear regression. Overall, the findings reveal a positive correlation between green marketing strategies and enhanced consumer attitude towards brands, leading to increased purchasing intentions. Based on the study, directions for future research and recommendations on how marketers can modify green strategies are discussed
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