56 страниц. 2014 год. LAP Lambert Academic Publishing The green marketing and the green consumers are the terms in the heading for the healthier future of human kind. The aim of this work is to provide the insight into the future of green marketing and green consumers among the generation Z in Turkey. The sample is taken from one high school located in Eskisehir in Turkey. There are two parts within, theoretical and practical. Practical part includes quantitative research on mentioned sample and it is the continuation of theoretical part. Theoretical part, on the other hand, overlaps the prospective of green marketing in B2B and green consumers, as part of B2C. All together, they are giving a picture of the projections of the future in this field in Turkey, with pointed out conclusion about potential of green consumers among generation Z, awareness of sustainable issues and suggestions in future education.