This study aims to explore the extent to which consumers consider sustainable consumption, ethical values, and environmental factors when selecting natural and organic cosmetic products. In the contemporary era, increasing environmental awareness and the growing demand for healthier products have contributed to the rising popularity of natural and organic cosmetics. This research seeks to analyze consumer attitudes toward these products, their reasons for preference, and the role of media in shaping these behaviors through an examination of sustainable consumption patterns. The study was conducted using a survey approved by the Ethics Committee of Tokat Gaziosmanpaşa University. The questionnaire included items addressing participants' demographic information, cosmetic product usage habits, attitudes toward environmental and ethical factors, and the influence of media on their consumption behaviors. The collected data were analyzed using percentage distributions and statistical evaluations to identify consumer trends. The findings indicate that 92.2% of participants consider environmental factors when purchasing natural and organic cosmetic products. However, only 27.5% consistently take these factors into account, whereas 64.7% sometimes do, suggesting that environmental concerns are significant but not always the primary determinant of consumer choices. Additionally, 65.7% of participants expressed a preference for eco-friendly packaging, demonstrating a growing awareness and demand for sustainable packaging solutions. However, while 24% exhibited moderate interest in this issue, 10.3% showed little to no concern for eco-friendly packaging. Furthermore, 77.6% of respondents reported following environmental awareness campaigns in the media, underscoring the crucial role of media in promoting environmental consciousness and the adoption of natural cosmetics. Nevertheless, the proportion of participants who regularly engage with such campaigns remains relatively low at 14.6%. Notably, 50.7% of participants believe that brands utilize ethical and environmental claims primarily as a marketing strategy, reflecting a skeptical stance toward corporate sustainability messaging, while 41.5% remain undecided on this matter. Additionally, 79.2% of participants expressed a desire for more information regarding the environmental impact of natural cosmetic products, highlighting the need for increased consumer education in this domain. The study reveals that while consumers place importance on environmental and ethical considerations when purchasing natural and organic cosmetic products, these factors do not always serve as the principal motivation for their choices. The media plays a significant role in fostering environmental awareness, yet skepticism regarding corporate ethical and environmental claims persists. Furthermore, there is a growing demand for eco-friendly packaging, but a lack of adequate information and education remains a barrier to consumer engagement. To address these concerns, brands should enhance transparency and credibility in their ethical and environmental claims to build consumer trust. Additionally, providing more information on the environmental impact of natural cosmetic products could help raise awareness and promote sustainable consumption. Companies should also increase their investment in eco-friendly packaging initiatives while educating consumers on their benefits. Lastly, media outlets should develop more effective campaigns on environmental awareness and sustainable consumption, ensuring that consumers are regularly informed. Implementing these recommendations would constitute important steps toward fostering sustainable consumption behaviors and enhancing environmental consciousness among consumers.