International Journal of Scientific Research and Engineering Development

This paper examines the strategic impact of green marketing on the consumer behavior of Generation Z and Millennials, two demographic cohorts that represent a dominant force in the global marketplace. As Environmental, Social, and Governance (ESG) criteria become central to corporate strategy, understanding how sustainability influences brand perception and purchase decisions is critical for multinational corporations (MNCs). This research synthesizes current academic literature and industry analysis to define the green marketing paradigm, profile the nuanced attitudes of Gen Z and Millennial consumers, and quantify the relationship between green marketing, brand equity, and purchase intention. The analysis reveals that while both generations express a high willingness to pay for sustainable products, a significant "attitude-behavior gap" persists, driven by factors such as price sensitivity, skepticism, and a lack of accessible information. The paper investigates the corrosive effects of "greenwashing" on brand trust, which is identified as the most critical mediator between green marketing efforts and consumer loyalty. Through case studies of companies like Patagonia and Adidas, this research demonstrates that successful green marketing is not a superficial communications tactic but an authentic extension of a deeply embedded, operationally sound corporate sustainability strategy. The findings culminate in a strategic roadmap for MNCs, providing actionable recommendations to align purpose with profitability by authentically engaging these discerning consumer groups.