Consumers’ Attitudes towards Sustainability Marketing: An Indian Perspective

With the growing global concern and initiatives towards sustainability and attainment of UN Sustainable Development Goals 2030, marketing practices are getting aligned in those directions. Sustainability marketing has created equal interest among scholars and practitioners. It is a holistic concept, concerned with designing marketing strategies which not only fulfil the needs and wants of “present generation”, but also consider “future generations”. It has drawn attention of governments, non-government, and business organisations; consumers; scholars and other stakeholders considering its impact on all living beings on planet earth. The present research has attempted to study the consumers’ attitude towards sustainability marketing practices adopted by business organisations in India, which are explained with the help of nine factors. The findings reveal that there is high level of awareness, understanding, acceptance and actions towards sustainability marketing with regard to product and package design, disposal, effects of environment, etc. The study presents insights and implications for researchers and practitioners.