Sustainability marketing and green consumption have gained prominence in modern commercial contexts due to escalating worldwide apprehensions around environmental degradation, climate change, and resource depletion. This study investigates the impact of environmental awareness on customer purchasing behaviour within the context of sustainability marketing. The study examines how consciousness of environmental concerns influences attitudes, intentions, and actual purchasing behaviour for eco-friendly items and services. The study, use the Theory of Planned Behaviour as a framework, emphasises that consumer purchase decisions are shaped by attitudes toward sustainability, perceived societal pressure, and perceived behavioural control. Research indicates that although environmental awareness substantially influences customer intentions, a notable disparity persists between awareness and actual purchasing behaviour. This disparity is mostly due to obstacles including elevated product prices, restricted access to eco-friendly items, customer doubt, and greenwashing tactics employed by certain entities. The research identifies essential sustainability marketing methods, such as eco-labeling, green branding, and corporate social responsibility, as powerful instruments for influencing customer behaviour when executed credibly. Moreover, it underscores the responsibility of governments in governing environmental assertions and fostering sustainable consumption via supportive structures. The study shows that environmental awareness alone is unable to promote comprehensive green consumer behaviour without supported market frameworks and trustworthy marketing strategies. It advocates for more collaboration among enterprises, governmental bodies, and consumers to foster sustainable consumption and reconcile the disparity between environmental consciousness and purchasing behaviour in contemporary markets.

Keywords: Sustainability Marketing, Green Consumerism, Environmental Consciousness, Purchasing Decisions.