Author(s): Kiran Kumar Thoti, Bikash Ranjan Debata, AVR Mahadev, Ranjith P V, Aparna J Varma and Meda Srinivasa Rao
This study examines the impact of marketing tactics on promoting sustainable consumption, emphasizing the interconnected effects of gender equality, consumer behaviour, and logistics. A quantitative research approach was employed to collect data from 387 respondents, which were subsequently evaluated using reliability testing, correlation analysis, multiple regression, and structural equation modelling (SEM). The results indicate that all three factors—consumer behaviour, gender equality, and logistics—exert statistically significant and favourable influences on sustainable consumption. Logistics was identified as the most significant predictor (β = 0.415), succeeded by gender equality (β = 0.310) and consumer behaviour (β = 0.298). The regression model accounted for 77.8% of the variance in sustainable consumption, validating the robustness of the proposed framework. Reliability analysis demonstrated exceptional internal consistency (Cronbach’s Alpha = 0.913), and factorability was corroborated by the findings of the KMO and Bartlett’s Test. These findings underscore the necessity for cohesive marketing strategies that tackle gender equity, behavioural modification, and operational logistics to effectively advocate for sustainable purchasing. The study provides strategic insights for marketers, legislators, and sustainability advocates seeking to implement effective interventions in consumer markets.