Climate change and environmental degradation continue to dominate global discourse,
businesses are increasingly adopting green marketing strategies to appeal to younger, more
environmentally conscious consumers. Generation Z is recognized for its heightened awareness of
environmental issues, while Generation Alpha is emerging as the first generation to grow up in a
world where digital media and environmental activism are integral components of daily life. This
study utilizes the quantitative method, to explore how green marketing messages influence
consumer behavior across these two generations. By examining these factors, the study seeks to
determine how green marketing resonates with each generation and how it drives consumer
behavior, both individually and in a group context. Generation Alpha and Generation Z differ in
their social influence and environmental values. Generation Z values social media and peers for
eco-conscious purchasing decisions, while Generation Alpha is more aware of sustainability
through digital platforms and influencers. This study emphasizes the importance of creating
marketing messages that appeal to these younger generations in order to encourage sustainable
purchasing habits. Moreover, the findings highlight the importance of integrating both traditional
and digital media strategies in green marketing campaigns, while also emphasizing the need for
brands to align their sustainability efforts with the values of younger generations. This study
underscores the growing significance of green marketing in shaping the future of consumer
behavior, particularly within an academic setting, and offers practical recommendations for
marketers seeking to engage with these environmentally aware consumers in a meaningful and
impactful way.