Energy efficiency marketing has grown in importance as a part of strategic corporate communication in recent years. Energy efficiency is viewed as a strategic business message, according to recent studies. It consists of behavioural marketing, customer-oriented marketing and communication marketing (digital, visual, and social media), which combines brand, customer, technology, and integrated communication strategy with the primary objective of altering user experience and behaviour.

Determining how to tell consumers about energy efficiency so that it is seen as a strategic investment is one of marketing's primary roles in altering consumer experience and behaviour. Customers need to know exactly why they need it, how to obtain it, what the advantages are, and when. Behaviour is an active force that guarantees the proper, sustained, and extensive use of marketing communication technology. It is a confluence of awareness, opportunity, and incentive.

In addition to identifying consumer behaviour criteria (awareness, environmental values, culture, habits, economic capabilities, and motivation), effective marketing communication in the field of energy efficiency necessitates an evaluation of the business environment, technologies, infrastructure, and development policies.

Our paper establishes a conceptual foundation for comprehending the connection between energy efficiency marketing and consumer behaviour criteria by analysing current works by top experts and specialists in this sector. Additionally, it highlights the primary obstacles and difficulties that businesses must take into account in order to create marketing materials that effectively raise awareness about energy efficiency, based on the examination of actual Indian company instances.

The research will advance our understanding of energy efficiency marketing. Additionally, it will help practitioners choose communication channels, assess interactivity and outcomes, and create effective communication messages that are suited to the demands of the target audience with particular behavioural trends.