This study examines the effectiveness of environmental marketing campaigns in shaping consumer awareness, attitudes, and adoption of sustainable products. In an era of growing ecological concerns, businesses and policymakers are increasingly turning to green marketing as a strategic tool to promote eco-conscious behavior. The study focuses on a sample of 150 urban consumers in India and employs a structured questionnaire to measure exposure to environmental campaigns, awareness levels, attitudes, and actual purchase behavior. Using descriptive statistics, correlation, regression, and mediation analysis, the study reveals that frequent exposure to environmental campaigns significantly enhances consumer awareness. Moreover, heightened awareness strongly predicts positive consumer attitudes, which in turn mediate the relationship between awareness and actual adoption of sustainable products. The findings validate all four proposed hypotheses and confirm the existence of a partial mediation effect of consumer attitudes. The study concludes that while raising awareness is a foundational step, fostering favorable attitudes through credible and emotionally engaging campaigns is critical to drive sustainable consumption. The research provides actionable insights for marketers, sustainability advocates, and policymakers seeking to bridge the gap between environmental awareness and consumer action.
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