Purpose – This study aims to test the relationship between skepticism towards green advertisement and environmental concern, attitudes toward green products, and green purchase behaviors amongst Generation Y in Europe.Design/methodology/approach – An online survey was spread amongst people of Generation Y (defined as being born between 1980-2000) who were born or are currently living in Europe. Non-probability sampling was conducted through volunteer, snowball, and convenient sampling. A number of 431 valid responses were analyzed utilizing descriptive statistics, reliability analyses, correlation analysis, hierarchical regression analyses, and multiple linear regression analyses.Findings – Two of the three factors, namely environmental concern and green purchase behavior, are significant predictors. In contrast, attitude towards green products is no significant predictor for skepticism towards green advertisement of Generation Y in Europe. Additionally, environmental concern shows a mediation effect via attitude towards green products on skepticism towards green advertisement, yet, environmental concern is no mediator via green purchase behavior on skepticism towards green advertisement. Attitude towards green products acts as a statistically significant mediator via green purchase behavior on skepticism towards green advertisement.Practical Implications – Generation Y is an important target market. Both marketers and advertisers are recommended to evaluate their marketing strategies by considering the factors of green consumerism to decrease skepticism towards green advertising. A better understanding of environmental claims in advertising should be provided whereby consumers could identify misleading claims. Furthermore, vague and false claims should be avoided.Originality/value – This study contributes to closing the research gap by testing to which extent the three factors of green consumerism are related to skepticism towards green advertisement for Generation Y in Europe.