The increasing emphasis on environmental sustainability has led to the growing importance of green marketing as a strategic approach to influence consumer behaviour. This study examines consumer perception and adoption of green marketing practices in Erode District, Tamil Nadu, with particular focus on the roles of environmental concern, perceived value, trust, and overall consumer perception. A quantitative research design was employed, and primary data were collected from 220 respondents using a structured questionnaire based on validated measurement scales. The study utilized statistical techniques including reliability analysis, exploratory factor analysis, correlation, and multiple regression to ensure robustness of findings. The results indicate that consumers possess a generally favourable perception toward green marketing, reflecting increased awareness of environmental issues. However, the level of actual adoption remains moderate, revealing a persistent gap between positive attitudes and purchasing behaviour. Among the influencing factors, trust emerged as the most significant predictor of adoption, followed by environmental concern, consumer perception, and perceived value. The regression model demonstrated strong explanatory power, accounting for a substantial proportion of variance in adoption behaviour. The findings also highlight the influence of demographic factors such as education and age on consumer awareness and engagement. The study concludes that while awareness and perception provide a foundation for sustainable consumption, factors such as credibility of green claims, affordability, and product accessibility play a decisive role in shaping actual behaviour. The research contributes to the existing literature by offering empirical evidence from a semi-urban context and provides practical implications for marketers and policymakers to enhance the effectiveness of green marketing strategies. Strengthening trust, improving value perception, and ensuring wider availability of green products are essential for bridging the gap between intention and action