Marketing is considered as responsible for increasing consumerism and overuse of limited
resources. An endeavour to promote sustainable consumption is the need of the hour and an
answer to growing concerns towards it is required. Marketing can be used as a tool to promote
sustainability and increase responsible consumption. Many products which have energy saving
potential can be successfully promoted through marketing activities. Increasingly, consumers
are becoming aware about the issue and through constant marketing efforts green products and
sustainable consumption can be taken to a high level. Contextual factors like value for money,
features and selling point communication can play a crucial role in increasing the purchase of
green products. Several studies are being conducted in this area but there is still a need for more
research particularly in India. This paper will be a contribution to the existing area of knowledge
and will focus on discovering the role which marketing can play in promoting sustainability
among consumers in India. The factors which are responsible for sustainable consumption are
explored and a conceptual model has been suggested which may help marketers in promoting
green products and provide a platform for further research.
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