The growing environmental sustainability has made companies need to implement green marketing plans that may change the behaviour of a customer toward sustainability. This research aimed to investigate the influence of environmental knowledge and customer perceived value on consumer attitudes toward sustainable goods, therefore mediating the green marketing approach. Each of four hundred respondents received a standardized questionnaire, and quantitative data was gathered. In line with consumer attitudes and views, this paper investigates eco-labelling, green advertising, sustainable packaging, and Corporate Social Responsibility (CSR) initiatives. Direct impacts were investigated using descriptive statistics and regression; component analysis identified the underlying constructions in the applied variables. Green marketing was proven to have greatly changed customer attitude mediated by both environmental knowledge and consumer-perceived value. Nonetheless, the findings also showed that, in contrast to the mediating impact, the direct influence of the independent variable was much more. The results showed that include green practices into marketing campaigns is essential for creating positive customer perceptions toward, and thus adoption of, sustainable goods. These ramifications are examined with an eye on motivating people to engage in more environmentally friendly marketing activities.