This study investigates the impact of eco-friendly product attributes on consumer purchasing decisions. Utilizing survey data from 240 respondents, the research explored consumer motivations, willingness to pay a premium, the influence of certifications, brand loyalty, and skepticism towards environmental claims. Key findings indicate that environmental concern (40.0%) and personal health (28.3%) are primary motivators for purchasing eco-friendly products. Consumers express moderate willingness to pay a premium (38.3% willing to pay 10-20% more) and show strong loyalty potential towards genuinely sustainable brands (66.7% Agree/Strongly Agree). However, significant skepticism about greenwashing prevails (53.4% Quite/Moderately Skeptical). Eco-certifications hold moderate-to-strong influence on trust (70.0%). Consumers often balance functionality equally with environmental impact (40.0%). These insights highlight the complex interplay of values, price sensitivity, trust, and product performance in driving green consumption.