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The growth of environmental awareness has driven transformations in consumption patterns, giving rise to a new profile: the green consumer. This article aims to analyze the environmental communication tools that influence the behavior of these
consumers and the factors that determine the effectiveness of these messages in promoting sustainable decisions. A documentary methodology was used based on the critical and comparative analysis of specialized sources in environmental communication, green marketing, consumer psychology, and pro-environmental behavior. The texts were selected based on criteria of relevance, theoretical relevance, and diversity of approaches. The results were organized into four axes: the profile of the green consumer, environmental communication tools, factors that mediate sustainable decision-making, and the actual impact of communication on consumer behavior. It was identified that the effectiveness of communication depends on emotional, social, and contextual factors, the credibility of the source, and the coherence of the message. The analysis shows a gap between the intention to consume sustainably and actual behavior, which poses certain barriers to communication strategies. It highlights the risk of greenwashing, the need for authentic and participatory communication, and the need to view environmental communication as a pedagogical means of change, capable of fostering a more environmentally conscious and committed citizenry.
