In the context of deteriorating global environmental problems, ecological civilization reveals a new development concept of harmonious coexistence between human and nature. With the continuous development of ecological civilization, the concept of green development has been deeply rooted in people's hearts, and green products are increasingly favored by the majority of consumers. This paper focuses on the influence factors and characteristics of green marketing on consumers and enterprises. Based on theoretical and practical considerations, we explore whether green marketing can have a positive and effective impact on consumers in theory and practice. What are the most important aspects of green marketing that influence consumer behavior. Finally, what is the impact of green marketing strategies on firms to maintain their markets in the future.