Sustainable Marketing in Action: Responsive Consumer Behavior, Emerging Trends, and Strategic Approaches

Author(s)	Mr. Abhishek Kumar Agarwal, Dr. Srishti Agarwal
Country	India
Abstract	As climate urgency and resource constraints intensify, firms increasingly deploy green marketing to align offerings and communications with environmental goals. Yet a persistent attitude–behavior gap complicates the path to sustainable consumption. This paper synthesizes foundational theory on green marketing, reviews contemporary evidence on consumer responsiveness, and analyzes recent case studies (Patagonia, Unilever, Tesla, Starbucks). Researchers find that authenticity, transparency, and value-first messaging can convert environmental concern into purchase behavior—while greenwashing risk can suppress intention and erode trust. The paper concludes with a framework for engaging responsive consumers via credible claims, lifecycle design, behavioral incentives, and community co-creation, alongside research directions to narrow the attitude–behavior gap.
Keywords	Green Marketing, Responsive Consumer, Sustainable Consumption, Attitude-Behavior Gap, Case Analysis
Field	Sociology > Tourism / Transport
Published In	Volume 16, Issue 4, October-December 2025
Published On	2025-12-28
DOI	https://doi.org/10.71097/IJSAT.v16.i4.9970
Short DOI	https://doi.org/hbhj6d

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