Green products research has received significant interest, but there is still a gap in understanding the drivers of consumption choices for green products especially in developing economies. This chapter examines consumer perspectives on green marketing with a focus on factors that drive green products consumption decisions in Tanzania. Developing economies present a unique research setting due to differences in cultural and economic factors as compared to developed economies. This chapter utilizes cross-sectional quantitative data which was collected from a sample of 399 respondents. The results show that intention of consumers to purchase green products is driven by their perceived product benefits, perceived product quality and price perceptions. The influence of social and environmental concerns was found to be insignificant. The findings of this study contributes towards efforts directed at effectively positioning green products in developing economies.