IntroductionThe concept of sustainable development was first introduced by the IUCN Global Conservation Strategy in 1980. Sustainable development is a technique of economic growth whereby resources they are used to meet not only 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. Sustainability in Marketing Sustainable marketing is the process of producing products that are environmentally friendly on a global level. retail level and also helps the company maintain sustainable practices at the social level. The concept of sustainable marketing is a broader management concept that focuses on achieving the "triple bottom line" through the creation, production and distribution of sustainable solutions with a higher sustainable net value, while satisfying customers and customers. other stakeholders. The Ps of the Marketing MixThe marketing mix has involved the minds of professionals and academics for very long periods. The 4Ps, as the mix was known, represented the majority of marketing literature for a very long time. They still occupy an important part of any basic understanding of the topic with numerous modifications and extensions. The 4 Ps are: the product, its price, positioning and 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 influence a consumer's decision. It is very necessary to understand the 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 needed and what needs to be done. Ultimately, from the above discussion we conclude that in a competitive economic environment, it is the social responsibility of multinational companies operating on a large scale, to consider the environmental impact of their business and it should be sustainable so that resources can be used in a manner efficient now and can be preserved for the next generation. Developing good sustainable marketing strategies will help the company find threats, risks and opportunities. Although sustainable marketing strategies have been adopted by many large companies, there is still a need for improvement. There is a need to understand and make the consumer aware. We need to change our consumption behavior today so that we can save our future.