With this work I wanted to provide information about green consumers and green marketing, which is becoming an important business factor. Changes in society, in the environment, in business and technology lead to completely new ways in how consumers think, but also of the producers who want to produce products according to consumer needs and wishes, taking environmental protection into account. Green marketing includes a number of activities such as product modification, changes in the production process, packaging changes and a new way of advertising. The competitive advantage is one of the biggest advantages of adopting green marketing and it is acquired by companies whose goals are sustainability, the investment in innovation and looking after the environment. Also, good market segmentation, market orientation and company positioning can lead producers to green consumers, while manufacturers can earn their profits as well as take care of the environment and the lives of future generations. I'm going to talk about the green marketing mix that consists of green products, packaging, price and marketing communications which are the basis for understanding consumer characteristics and their behavior requires exceptional marketing experts. There are more and more green consumers who have become aware of the importance of environment protection and markets are meeting customer demands by applying environmentally-friendly production, the production without harmful substances (eco-production), without exhaust gases, without depleting natural resources which are already scarce. Companies such as Biovege and Toyota have recognized environmental concerns and the production of their products such as hybrid cars, food produced without harmful substances, recyclable materials is attracting a growing number of consumers, especially green consumers. Also green products such as smart benches, a plant-powered device for charging mobile phones are just becoming an absolute hit and are waiting to flourish.