Date of Publication :5th June 2025

Abstract: The escalating climate emergency and prevailing patterns of unsustainable consumption necessitate a fundamental shift toward mindful consumption—defined by ethical awareness, deliberate decision-making, and sustained commitment to ecological and social well-being. This conceptual study explores how marketing can evolve from a traditional persuasive function into a strategic tool for fostering pro-social and pro-ecological behavior. By integrating insights from sustainability marketing, consumer behavior research, and behavioral science, the study proposes a structured framework for guiding mindful consumption through targeted marketing interventions. The proposed model identifies key marketing levers—such as eco-conscious branding, values-based consumer education, behaviorally informed digital engagement, and strategic messaging—designed to influence psychological mediators, including environmental awareness, perceived behavioral control, and the alignment of consumer identity with sustainability values. These mediators are theorized to lead to tangible behavioral outcomes, such as reduced waste, increased adoption of sustainable products, and long-term shifts in consumption patterns aligned with responsible lifestyle choices. This framework is aligned with the objectives of the United Nations Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production), and contributes to the ongoing discourse on sustainability-driven marketing practices. It underscores the role of marketers in designing systems and campaigns that not only shape consumer preferences but also strengthen intrinsic motivation toward sustainable behavior. Furthermore, it accounts for the influence of digital platforms in reinforcing social norms, enabling peer-based validation, and promoting consistent, value-driven actions. This study offers actionable guidance for marketing practitioners and policymakers seeking to support consumer transitions toward sustainability. By positioning marketing as a strategic tool for ethical influence and societal value creation, this work highlights its transformative potential in reshaping consumption patterns to align with long-term environmental and social goals.

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