Sustainability in consumer behavior and green consumption have assumed a significant position in marketing literature in the face of global challenges such as the escalating climate crisis, the depletion of natural resources, and environmental pollution. Green consumption emerges as consumers opt for products and services endowed with environmentally friendly characteristics, as opposed to traditional alternatives. In this context, sustainability-oriented marketing strategies not only aim to satisfy the demands of individuals who possess a heightened sense of ecological responsibility, but also seek to protecting societal well-being and the resources for future generations.

This chapter examines the concept of green consumption, the characteristics of green consumers and their purchasing processes, while also addressing the barriers impeding green consumption and presenting potential solutions that companies can implement. By incorporating both local examples from Turkey and international case studies, the factors shaping consumers’ attitudes and behaviors towards green products are comprehensively analyzed. Ultimately, the proliferation of green consumption is deemed critical for achieving both economic and ecological sustainability, underscoring the necessity for collaborative efforts among all relevant stakeholders.