Perception is defined as a method by which physical sensations are selected, organized, and interpreted to provide meaning. Consumers' perception of the company's business strategies towards environmental issues is expected to contribute to the formation of the overall perception of green products (D'Souza, Taghian et al, 2005). Schiffiman and Kanuk (1997) also argue 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 occurs through the senses. Perception consists of two phases, analysis and synthesis. The analysis involved comparing external stimuli with images stored in memory to identify patterns. Synthesis is the process of deriving appropriate meanings from patterns based on the context in which they occur. 2.3 Environmental Responsibility in Multinational Corporations Recently, multinational corporations have faced 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. In addition to this, concepts such as design for the environment, eco-design, extended producer responsibility and responsible product stewardship are becoming more and more common in corporate culture. (Albino, Balice and Dangelico, 2009, p. 83 and 86). Consequently, the effective development of green products plays an essential role in creating successful environmental strategies and helping companies 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 customer perceptions of EFPs. Therefore, the third hypothesis of the study is: H3: There is a significant relationship between green advertising by multinationals in promoting EFPs and customers' green purchasing intention. 2.10 Conclusion Based on the literature described in this chapter, three hypotheses were developed to test in this research. Hypothesis one was about eco-labeling and its relationship with customers' purchase intention. Hypothesis two was about green packaging and branding and its relationship with customers' purchase intention. Finally, hypothesis three concerned the relationship between green advertising and customers' purchase intention.