Perception is defined as a method by which physical sensations are selected, organized and interpreted to give them a certain meaning. Consumer perception of corporate strategies regarding environmental issues should contribute to the formation of the overall perception of green products (D'Souza, Taghian et al, 2005). Schiffiman and Kanuk (1997) also believe that perception is the process by which an individual chooses, organizes and interprets stimuli into a meaningful and coherent picture of the world. According to Tellis (1998), perception is the process of forming mental patterns and drawing. meaning from external stimuli. Perception is done through the senses. Perception includes two stages, analysis and synthesis. The analysis involved comparing external stimuli with images stored in memory to identify patterns. Synthesis is the process of deriving appropriate meaning from patterns based on the context in which they occur.2.3 Environmental Responsibility in Multinational CorporationsRecently, multinational corporations have been facing the challenge of environmental sustainability while growing their business. An important role should be played by multinationals through appropriate strategies and operations, an example of green processes and product development. Additionally, concepts such as environmentally friendly design, eco-design, extended producer responsibility and product stewardship are becoming increasingly common in corporate culture. (Albino, Balice and Dangelico, 2009, p. 83 and 86). As a result, effective green product development plays a vital role in creating successful environmental strategies and helping businesses and economies towards environmental sustainability (Pujariet al., 2003). George Mason University (2008) states that a company could develop g...... middle of paper ......er translate these values ​​into the purchase of green products. Chase and Smith (1992) also pointed out that environmental messages in green advertisements can influence customers' perceptions of PEFs. Therefore, the third hypothesis of the study is as follows: H3: There is a significant relationship between green advertising by MNCs in promoting PEF and customers' green purchase intention. 2.10 Conclusion Based on the literature described in this chapter, three hypotheses were developed to be tested in this research. The first hypothesis was related to eco-labeling and its relationship with customers' purchase intention. The second hypothesis was related to eco-friendly packaging and branding and its relationship with customers' purchase intention. Finally, the third hypothesis was related to the relationship between green advertising and customers' purchase intention..