Marketing as a discipline is always accompanied by socioeconomic development and is a reflection of the existing socio-economic relations. In accordance with that,under the conditions of growing environmental consciousness a new segment of consumers –the green consumers emerges, and thus the green marketing occurs. Green marketing is the name for marketing efforts aimed at satisfying consumers desires related to environmental protection. Green or environmental marketing consists of activities designed to generate and enable any exchanges in order to satisfy human needs or desires in a way that satisfying these needs and desires has a minimum detrimental effect on the natural environment. The adoption of the green marketing concept as a whole, or only in some of its parts, testifies the high quality approach to business, consideration and determination of the company to differentiate itself from the competition and meeting the needs and desires of market groups more effectively. Green consumers are defined as those who make the decision about how to obtain or not to obtain the product at least in part based on concern for the environmental or social criteria. This paper discusses the concept of green marketing, its strategies, green consumers and their habits. It presents the results of research on the role, the perception and awareness of consumers on the green marketing strategy.