Sustainable Consumption through Green Marketing: A Step Towards the SDGs in India

Sustainable consumption and green marketing have become crucial strategies for advancing India's progress toward the United Nations Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption) and SDG 13 (Climate Action).This research aims to evaluate the effectiveness of green marketing in shaping consumer behavior, supporting environmental stewardship, and bridging the gap between government policy, corporate initiatives, and public participation.The study uses a mixed-methods approach, combining qualitative analysis of policy documents and corporate sustainability reports with quantitative surveys of 279 urban and rural consumers.Secondary data from peer-reviewed journals and sector-specific case studies in areas such as renewable energy and sustainable fashion are also analyzed to identify key trends and challenges.Findings show that advertising strategies like eco-labels and social media campaigns increase purchase intent by 42%, especially among millennials, while policy incentives such as subsidies for solar energy and electric vehicles have contributed to an 18% reduction in carbon emissions over five years.However, barriers such as limited rural infrastructure and high certification costs restrict access to green products for many consumers.The research highlights successful sectoral initiatives, such as Tata Power's solar programs reaching 12 million households, demonstrating the potential for green marketing to drive progress toward affordable and clean energy (SDG 7).Overall, the study emphasizes the importance of collaborative efforts among policymakers, businesses, and consumers to promote sustainable consumption and ensure that green marketing strategies are inclusive and scalable across India.