Purpose: This review research paper aims to investigate the influence of green marketing on consumer perceptions and buying decisions. It seeks to understand how environmentally friendly practices and communication strategies employed by businesses impact consumer behavior in the context of sustainable consumption. Theoretical Framework: The study is grounded in the theoretical framework of green marketing and consumer behavior. It explores concepts such as eco-labeling, environmental consciousness, corporate social responsibility, and the theory of planned behavior to provide a comprehensive understanding of the factors that shape consumer perceptions and buying decisions related to green products and services. Design/Methodology/Approach: A systematic review of existing literature is conducted to analyze and synthesize relevant studies on green marketing and its impact on consumer behavior. Both qualitative and quantitative research articles, as well as case studies, are examined to gather comprehensive insights into the topic. Findings: The findings highlight that effective green marketing strategies positively influence consumer perceptions of environmental responsibility and sustainability. Consumers are more likely to engage in environmentally friendly buying behaviors when businesses communicate their green initiatives transparently, use credible eco-labels, and demonstrate a genuine commitment to sustainable practices. However, inconsistent or misleading green claims can lead to consumer skepticism and distrust, resulting in negative perceptions and reduced purchasing intentions. Research, Practical & Social Implications: This review research paper contributes to the existing body of knowledge by synthesizing and summarizing key findings regarding the influence of green marketing on consumer perceptions and buying decisions. The insights gained from this study can inform businesses, marketers, and policymakers on the importance of implementing effective green marketing strategies to enhance consumer trust, promote sustainable consumption patterns, and foster positive social and environmental impacts. Originality/Value: This research paper offers a comprehensive analysis of the current literature on green marketing and consumer behavior, emphasizing the significance of effective communication and transparent practices in shaping consumer perceptions and buying decisions. The paper's originality lies in its synthesis of various theoretical perspectives and empirical studies, providing valuable insights for academics, practitioners, and policymakers seeking to understand and leverage the power of green marketing.