This dissertation presents a comparative study of the attitudes and behavior of different groups of consumers with regard to so-called Green Marketing, or Conscious Consumption. It seeks to identify the attitude and behavior profiles of distinct groups of consumers in relation to products which have an ecological appeal. The products researched were a women’s moisturizing cream containing natural extracts, and recycled or remold tires aimed at the male market. The thesis consists of five chapters: the first identifies the wider context and current trends; the second reviews the bibliography available on Green Marketing; the third looks at consumer behavior; the fourth describes the different stages of the research process and the results obtained and the fifth identifies conclusions and suggestions for future research. In both experiments the results indicate a higher value assigned to the ecological character of moisturizing cream by the female public, and a strong rejection of the ecological characteristics contained in the tire by the male audience. The conclusion presents an assessment of the results obtained against the initial hypotheses regarding the behavior of different groups of consumers in relation to products with ecological appeal.