This research investigates consumer perception and preference towards green marketing initiatives. With rising environmental concerns and awareness of climate change, green marketing has become a strategic tool for organizations. The study examines how consumers understand, respond to, and prefer eco-friendly marketing tactics and whether these influence purchasing decisions. A mixed-method approach involving surveys and interviews with 300 participants was used. The results suggest that while environmental concern is high among consumers, a gap remains between awareness and actual purchasing behavior. Price, trust in green claims, and product availability are key influencing factors. The study highlights the need for transparent, affordable, and accessible green products to enhance consumer trust and drive sustainable consumption.