This paper looks at how green marketing activities affect consumer value perception among the urban Fast-Moving Consumer Goods (FMCG) consumers in India. The structured questionnaire was introduced to 113 respondents who completed the questionnaire as primary data with a five-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree). There were four statistical tests: Descriptive Statistics to describe respondents and form means; Pearson Correlation to determine the direction and the strength of the constructs associations; Simple Linear Regression to test four directional hypotheses (H1-H4); Multiple Regression to test the mediating effect of trust (H5). The results affirm that consumer value perception is greatly and positively affected by green marketing practices ( 0.496, 0.233, 99.9% confidence level). Trust is a powerful independent predictor of value perception ( 0.383, 99.9% confidence level) and a partial mediator between green marketing and value perception ( 0.496 -0.345). The value perception of greenwashing has a statistically significant negative effect ( 0.220, 99% confidence level). The most predictive variable of willingness to pay a premium is value perception ( = 0.515, 99.9% confidence level). Each of the five hypotheses is supported. This study adds a combined empirical model based on actual survey results, which can be used in practical terms by FMCG brand managers and sustainability planners..