Environmental problems growing with the acceleration of technological and industrial activities on a global scale make sustainability-oriented strategic steps necessary in the modern business world. Environmental awareness shown by consumers has transformed the traditional marketing philosophy and increased the strategic importance of concepts like green marketing and green brand equity. In this regard, this study aims to determine the effects of green marketing mix elements on consumers' perceptions of green brand equity. Conducted within the ready-to-wear apparel sector, where environmental expectations and consumer habits are at a high level, this research is important because it comprehensively examines the role of eco-friendly marketing activities in forming brand equity. The data of the study were collected from 303 active apparel consumers living in Türkiye through convenience sampling technique and an online survey method. The obtained data were analyzed using factor, reliability, correlation, and simple linear regression analyses in the SPSS 25.0 program. According to the analysis results, it was found that the green marketing mix and all its sub-dimensions (product, price, place, and promotion) statistically significantly and positively affect consumers' perception of green brand equity. The findings obtained in the study show that the main element with the highest power to explain brand equity is the “green product” component. In contrast, although the effect of the “green price” dimension on brand equity is significant, it has the lowest explanatory power. Within the framework of the results, it is recommended that apparel enterprises focus on R&D, green innovation, sustainable logistics, and transparent promotion strategies by avoiding greenwashing practices.