Does companies’ green values effect on consumer attitude and behavior toward pur- chasing the product?

Green advertising global trend within the past decade. Companies have been regenerating their values, production, packaging, and so on so that it answers the global problem – climate change. The study’s aim was to find an answer to the question: “Does a company’s green values affect on consumers' attitude and behavior?”. The study’s objectives were to find out what effect the companies’ values pay on the consumer purchase intention and attitude, and does consumers value more green or non-green products. This quantitative study implemented a mono-method. The study was implemented using an online study. There were 89 participants in the online questionnaire. The 17 questionnaire questions were related to consumer attitude toward green advertising, green products, companies’ green values, and effect on purchasing decision. The answers were analyzed based on the responses of the participants. The study’s results revealed, that consumers are aware of the environmental issues and companies’ green values. When both, green product and non-green product were available, the majority of them agreed on purchasing a green product. Despite this, the majority of the participants were still ready to purchase products from the companies they know are not having green values and sustainable actions. Consumers attitude toward green products and companies whose values are greenier is more positive. The majority of the participants who agreed on being concerned about environmental issues had been changing their buying behavior in a more sustainable direction. Still, consumers are willing to purchase products and services from the companies they know aren’t sustainable in their actions