• Dr. Bindu.T

Sustainability advertisement is a tool for communication and it promotes social, economic and environmental benefits of products, services or action through media in order to encourage the responsible behavior of consumers. Conventional advertising is part of the promotion of products and services. Which is one of the 4p’s represented in the marketing mix (products, promotion, price, and place). The sustainability marketing mix includes 4c’s that is customer solution, communication, customer cost and convenience. Sustainability advertising is used to inform the customers about Sustainability product, services and actions. It is not only focused on environmental issues and the product services itself, but it includes communication about the entire life cycle of the product. Whenever an advertisement campaign is developed and launched as a marketing strategy for a Sustainability product or service, it must be aligned to the objectives defined by the company in the context of sustainability. Sustainability advertising is a part of the promotion of the products and it is in order to encourage the responsible behaviour of consumers. The main emphasis of the study is to understand the Sustainability effect on buying behaviour and environmental orientation of consumers. For collecting primary data questionnaire is used to collect samples of 90 consumers were selected through convenience sampling. The collected data were analyzed by using SPSS.

Sustainability advertisement, communication, products, services, marketing mix

"SUSTAINABILITY ADVERTISEMENT EFFECT ON CONSUMERS' BUYING BEHAVIOUR: A STUDY AMONG PALAKKAD DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.c746-c752, October-2025, Available :http://www.jetir.org/papers/JETIR2510293.pdf

"SUSTAINABILITY ADVERTISEMENT EFFECT ON CONSUMERS' BUYING BEHAVIOUR: A STUDY AMONG PALAKKAD DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppc746-c752, October-2025, Available at : http://www.jetir.org/papers/JETIR2510293.pdf