This study aims to investigate firms? strategic predisposition and its impact on perceived value towards green products. The model comprises strategic predisposition, perceived value and green products. A purposive sampling has been proposed which accounts for 50 knowledgeable respondents both working professionals and laymen (users of designated products). All the constructs in the constituted model have been tested using a five point likert scale developed by the researcher subject to preliminary and post interviews followed pilot testing. The data has been analyzed using descriptive statistics as well as Regression, and One Way ANOVA. The study has concluded that given the strategic predisposition of firms, strong perceived value could contribute in having green products. Furthermore, perceived value can be positively formed when firms pursue strategic predisposition about environmentalism. The presence of such strategic actions tends to form positive relationship between the independent variables and the dependent variable also implies two way (firms & consumers) readiness. Key Words: Firms, Strategy, Perceived Value, Sustainable Marketing, Green Products.