This study investigates the impact of green product awareness and green pricing on consumer purchase intentions within the context of Starbucks in Bahrain. Despite the increasing demand for sustainable products, the gap between eco-conscious attitudes and actual purchasing behavior remains a concern for global brands. Drawing upon the Theory of Planned Behavior (TPB), a survey of 200 university students was conducted to assess behavioral responses towards Starbucks’ environmental practices. Findings reveal that green product awareness positively affects purchase intentions, reinforcing the importance of environmental branding and sustainability-driven communication strategies among young consumers. Conversely, green pricing demonstrated a negative influence, as price sensitivity remained a strong barrier to green consumption despite positive attitudes and stated concerns for the environment. The study highlights the need for brands like Starbucks to balance sustainability communication with pricing strategies that align with consumer expectations in emerging markets. These insights contribute to the broader discourse on sustainable marketing and consumer behavior, particularly in price-conscious economies. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.