<![CDATA[Green marketing strategies have a major influence on consumer perceptions and can shape how consumers evaluate products and services. Today’s consumers are becoming more careful when choosing goods and services, particularly by considering how products and business practices may impact the environment. The purpose of this study is to examine how the application of green marketing strategies affects consumer perception. Consumer perception is important because it can shape buying interest and influence consumer purchasing decisions. To examine how green marketing influences consumer perceptions, this study uses a qualitative research approach with Gen Z students at Manado State Polytechnic as the research subjects. The results obtained in this study show that Gen Z students pay more attention to transparency, specificity, and supporting evidence in green marketing practices. They consider detailed information, measurable claims, and clear language about marketed products as important factors in determining whether a product can be trusted and whether they are interested in purchasing it. Therefore, clear and credible green marketing information plays an important role in shaping consumer perceptions and purchasing interest.]]>
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