IntroductionThe concept of sustainable development was first introduced by the IUCN World Conservation Strategy in 1980. Sustainable development is a technique of economic growth in which resources are used not only to meet the demand of the current generation. but also for generations to come. Marketing acts as a business philosophy and set of management techniques, geared towards providing value to consumers, organizations and society. at the retail level and also helps the company maintain sustainable practices at the social relations level. The concept of sustainable marketing is a broader management concept that focuses on achieving the "triple bottom line" by creating, producing and delivering sustainable solutions with higher sustainable net worth while continually satisfying customers and other stakeholders . the minds of practitioners and academicians for very long periods of time. The 4Ps, as this combination was called, have constituted the bulk of marketing literature for a very long time. They still occupy a significant part of any basic understanding of the subject with several modifications and extensions. The 4 Ps are: the product, its price, its place and its promotion. The following figure shows the 4 Ps of the marketing mix. Four A's of sustainable consumer behavior. The study of marketing shows the importance of consumer behavior and the factors that affect a consumer's decision. It is very necessary to understand consumer behavior to evaluate the key points which are very useful for a sustainable market...... middle of paper ...... secondly, explaining them by adopting the desired behavior will help to solve the problem problem. Finally, explain to them what is required and what needs to be done. Ultimately, from the above discussion, we conclude that in a competitive business environment, it is the social responsibility of multinational companies that operate on a large scale to consider environmental impact. of their activity and it must be sustainable so that resources can be used efficiently at present and can be conserved for the next generation. Developing good sustainable marketing strategies will help the business identify threats, risks and opportunities. Although sustainable marketing strategies have been adopted by many large companies, they still need improvement. It is necessary to understand and educate the consumer. It is necessary to change our consumption behavior today in order to save our future..