Today, as businesses increasingly use green marketing strategies, consumers are becoming more aware of eco-friendly products. Such strategies are enacted by companies such that people, i.e., consumers, are becoming more aware of environmental concerns and are enthused to purchase green products. This study explores the relationship between green advertising, green brand image, and green customer awareness of environmentally friendly products and their impact on customer purchase intention. The study surveyed 100 customers of Product XYZ, a brand of green skincare and beauty products. Data from the questionnaires filled by the respondents were tabulated and processed using Structural Equation Modeling with SmartPLS. Analysis results indicated that green brand image and awareness significantly affected consumer purchase intention/buying interest, while green advertising did not. The results also showed that green advertising significantly affected green awareness; the same was not the case for the green brand image on green awareness. The present study’s findings are expected to provide insight into consumer behavior toward environmentally friendly products, particularly for the XYZ brand, so that a more precise marketing strategy can be designed and implemented.