iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2025.v06i02.008The Effectiveness of Green Marketing Communications and Its Impact on Green Consumer Behavior: A Survey Study of the Opinions of a Sample of Citizens in Nineveh GovernorateMohammadMahmood AL-Mulla HasanAssistant Professor, Department of Marketing Management, College of Administration and Economics, University of Mosul, Mosul, IraqThis research aims to provide a clear concept of green marketing communications and its role in green consumer behavior based on the opinions of a sample of citizens in Nineveh Governorate. The importance of the research lies in focusing on green consumer behavior as a basic element in competitive markets, which enables organizations to outperform their competitors in a highly competitive environment. The current research relied on testing green marketing communications as an independent variable and green consumer behavior as a dependent variable within an analytical field framework to identify the nature of the relationship between the research variables. Based on this, the researcher formulated a number of main hypotheses, which were tested using a set of analytical statistical methods. (374) citizens in Nineveh Governorate were surveyed using a form valid for statistical analysis. The research reached a set of conclusions, the most prominent of which are: Green marketing communications lead to enhancing the consumer's perception that the product provides added value, not only functionally but also ethically and environmentally. Among the important proposals reached by the research: The most effective marketing channels must be identified and used to reach consumers in Nineveh Governorate and influence them regarding green products.