The present study explores the intricate relationships among Consumer Green Consumption Intention (CGCI), Enterprise Environmental Awareness (EEA), Product Type (PRT), and Enterprise Marketing Sustainability (EMS). It specifically investigates the direct impact of CGCI on EMS, PRT, and EEA, as well as the effects of EEA and PRT on EMS. The study employed a stratified sampling method to collect 380 responses from business enterprises in Indonesia, with the final analysis conducted using the PLS-SEM model. The findings indicate that CGCI has a significant positive effect on EMS, PRT, and EEA, and that both EEA and PRT exert a strong direct influence on EMS. These insights contribute to the ongoing discourse regarding CGCI and its role in fostering PRT, EEA, and EMS. Additionally, the study provides practical recommendations, highlighting the importance for enterprises to integrate environmental awareness into their core marketing strategies. By promoting their commitment to sustainability through transparent messaging, green branding, and environmentally conscious campaigns, businesses can enhance their EEA while addressing consumer demand for sustainable practices. This approach not only strengthens their market position but also encourages long-term sustainability efforts throughout the organization.
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