Abstract: This study investigates how sustainable marketing strategies influence consumer purchase intentions in India's evolving marketplace. Conducted in-depth interviews with 28 Indian consumers from varied demographic backgrounds to understand their responses to sustainability-focused marketing. The findings show that Indian consumers increasingly demand transparency, authenticity, and evidence of real environmental impact in marketing claims. However, many remain sceptical about greenwashing, especially given India's unique environmental challenges.

Based on these interviews, I've developed a new conceptual framework called the Sustainable Purchase Intention Pathway that maps how consumers move from seeing sustainable marketing to forming purchase decisions. This research provides practical insights for marketers in India who want to create sustainability-oriented campaigns that connect with environmentally conscious consumers and translate into purchase behaviour.

Keywords:sustainable marketing, Indian consumers, purchase intentions, qualitative research, sustainability, green washing.