The current global economic environment gives essential value to environmental sustainability. Businesses and policymakers and consumers now treat ecological responsibility as their main priority. Organizations use green marketing strategies to show their dedication to environmental sustainability. Green advertising serves as a vital resource that shapes how consumers view products and decide which items to buy. The success of advertising campaigns depends on how environmental claims are presented to consumers through their actual environmental claims.

The paper presents different researchers' viewpoints about how green advertising cues impact consumer perception and trust and their final purchase decision. The study explains how message characteristics influence consumer response with reference to established theoretical frameworks. The study demonstrates how credibility and trust function as mediators while showing how price sensitivity affects consumer decision-making. The paper integrates existing research findings to reveal critical research gaps which lead to new research opportunities in green advertising and consumer behavior study.