Promoting environmental awareness through policy is inherently complex, as it must account for human biological traits, gender differences, emotional factors, cognitive variability, and the unpredictability of behaviour. Nevertheless, in a well-educated society, fostering social awareness appears to be a valuable long-term approach. This chapter introduces a theoretical framework where a representative consumer selects between polluting and non-polluting goods in an international trade setting. It is assumed that the consumption of polluting goods results in a loss of utility due to environmental damage. The consumer’s choice is driven by their environmental awareness, which is shaped by government policies and differs across genders.