A Study on the Impact of Sustainability on Modern Marketing Strategies with Reference to the Retail Sector in Prayagraj

            This study has examined the impact of sustainability on modern marketing strategies in Prayagraj's retail sector through a mixed-method investigation involving 200 consumer surveys and 20 retailer interviews. The key conclusions are: • An awareness–behaviour gap exists: consumers are aware of sustainability issues but their purchase decisions are constrained by price sensitivity, limited green product availability, and low trust in retailer environmental claims. • Attitude towards green products is the strongest positive predictor of Green Purchase Intention (b=0.328), underscoring the priority of attitude-formation strategies over information-only campaigns. • Price sensitivity is the dominant barrier (b=-0.238), particularly for lower-income consumer segments — necessitating affordability-focused green marketing strategies. • The quality of sustainability communication is the strongest driver of brand loyalty among green-inclined consumers (r=0.619), but 40% of retailers engage in unsubstantiated green claims — creating a credibility crisis that limits marketing effectiveness. • Younger (18–35) and higher-educated consumers are the highest-potential target segments for sustainability marketing in Prayagraj, displaying significantly higher green purchase frequency and awareness. • Retailer sustainability adoption is largely cosmetic — centred on eco-packaging and CSR communication — with minimal systemic integration such as third-party certification or supply chain transparency.

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