The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers’ decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption. © 2024 by the authors.