The impact of green marketing on green purchase behavior is examined in the context of the Jordanian food industry. The analysis focuses on how green product, green pricing, green marketing channels and green marketing communication shape consumer behavior. Consumption values are treated as a mediating factor between green marketing practices and green purchase behavior. The research applies a mixed-methods approach, combining in-depth interviews with food company managers, consumer focus groups and a quantitative questionnaire survey. The qualitative results show that consumer education, eco-friendly packaging, resource sharing and sustainable communication are central elements of green marketing practices among Jordanian food companies. The focus group findings reveal clear differences between environmentally aware and non-aware consumers. Environmentally aware consumers tend to make value-driven decisions based on sustainability, ethics and health, while non-aware consumers are more strongly influenced by price, convenience and familiarity. The quantitative analysis confirms that green marketing has a significant positive effect on both consumption values and green purchase behavior. The results also show that consumption values partially mediate the relationship between green marketing and green purchase behavior. The findings highlight the strategic importance of consumer education, value-based communication, affordable green pricing and differentiated marketing strategies in promoting environmentally responsible food consumption in Jordan.