Companies all over the world are implementing green marketing techniques to improve their brand image and appeal to eco-conscious customers as a result of consumers' increased environmental consciousness. But the growth in "greenwashing," or businesses making misleading claims about being environmentally friendly, and "green confusion," or confusing environmental advertising, has spurred discussions regarding the true effects of these initiatives on customer behavior. This study looks at Apple's situation in Indonesia, a country renowned for its rapid technological adoption and growing environmental consciousness. This study investigates how consumer perceptions, brand loyalty, and purchase decisions are influenced by Apple's green marketing techniques using a mixed-methods approach that includes surveys and content analysis. The study also looks into how consumers' perceptions of Apple's environmental actions are influenced by green confusion and whether they believe the company's environmental initiatives to be sincere (greenwashing) or not. The findings reveal the extent to which green marketing enhances Apple's competitive advantage in Indonesia and whether greenwashing or green confusion undermines consumer trust and loyalty. This research provides insights for both scholars and practitioners aiming to understand the intersection of sustainability and consumer behavior in tech-driven markets. Seiring meningkatnya kesadaran lingkungan, banyak perusahaan menerapkan pemasaran hijau untuk membangun citra merek yang positif. Namun, munculnya praktik greenwashing (klaim lingkungan yang tidak akurat) dan green confusion (iklan yang membingungkan) menimbulkan pertanyaan tentang efektivitas strategi ini terhadap perilaku konsumen. Studi ini mengkaji kasus Apple di Indonesia—negara dengan adopsi teknologi yang pesat dan kesadaran lingkungan yang berkembang. Dengan pendekatan campuran melalui survei dan analisis konten, penelitian ini mengevaluasi dampak strategi pemasaran hijau Apple terhadap persepsi konsumen, loyalitas merek, dan keputusan pembelian. Selain itu, studi ini menelusuri pengaruh green confusion terhadap pemahaman konsumen dan bagaimana greenwashing mempengaruhi kepercayaan. Temuan menunjukkan sejauh mana pemasaran hijau dapat menjadi keunggulan kompetitif atau justru melemahkan loyalitas konsumen, memberikan wawasan penting bagi akademisi dan praktisi di bidang keberlanjutan dan pemasaran.