Social and environmental responsibility had the greatest influence on the development of the concept of green marketing and its application in practice. The relationship between the practice of developing and advertising products based on their perceived or actual environmental sustainability is called Green Marketing. The subject of the paper is the research of students' views on the application of Green Marketing, while the purpose of the paper is to define the main concepts related to Green Marketing, as well as to present an ecological and sustainable approach to business. On the basis of the problem of work itself, the purpose and goal of the work is constructed, and this is a presentation of young people's views on the application of green marketing. In order to create a quality product on the market in all business conditions, priority is given to the environment, care for the environment, and all this in order to prevent a bad impact on the environment. Based on the results of the research itself, it is evident that consumers understand the challenges currently facing the environment and that they are environmentally conscious, although some are still not active eco consumers.