As global markets transition from linear consumption systems toward circular, sustainability-oriented business models, environmental responsibility has emerged
as a crucial driver of corporate legitimacy and competitive advantage. This study provides a comprehensive evaluation of how green marketing and sustainable
packaging influence consumer purchase decisions, with a specific focus on the mediating psychological mechanisms of environmental awareness and green trust.
Drawing on contemporary empirical research, the study conceptualizes eco-friendly communication and packaging design not merely as promotional tools, but as
strategic signals that shape consumer perceptions of brand authenticity and value. The conceptual model is robustly grounded in the Theory of Planned Behavior
and the Commitment-Trust Theory of Relationship Marketing. Adopting a quantitative cross-sectional design, the study relies on survey evidence from 412 active
consumers in Bangladesh. The measurement instrument demonstrated strong internal consistency, with reliability testing yielding high Cronbach's alpha values
for all constructs: Consumer Purchase Decision (0.892), Environmental Awareness (0.876), Green Trust (0.852), Green Marketing (0.845), and Sustainable
Packaging (0.814). Multiple linear regression analysis confirmed the predictive validity of the proposed model, which collectively explained 63.6% of the
variance in consumer purchase decisions (R² = 0.636, p < 0.001). The findings indicate that while green marketing and sustainable packaging exert significant
direct positive effects on purchase behavior, the psychological dimensions play an even more critical role. Notably, green trust emerged as the strongest predictor
of consumer choice, emphasizing that transparent, credible, and verifiable sustainability claims are essential for overcoming consumer skepticism and reducing
the perceived risks associated with greenwashing. Furthermore, environmental awareness significantly strengthened the efficacy of these marketing stimuli.
Ultimately, this article contributes to the literature on sustainable consumer behavior by quantitatively demonstrating that functional green practices achieve
optimal market outcomes only when anchored by consumer ecological literacy and trust-based brand relationships. Practical, evidence-based implications are
provided for managers, marketers, and policymakers striving to foster sustainable consumption within increasingly eco-conscious and skeptical markets.
