Abstract
Sustainable consumption is crucial for marketers amid global awareness of Sustainable Development Goals (SDG) 2030, yet high-income countries display unsustainable consumption despite SDG 12's call for sustainable practices (Sachs et al., 2023). The Sustainable Development Report 2023 advocates dietary shifts for sustainable consumption, but it's unclear if all sustainable consumers behave uniformly. This study addresses this gap by identifying segments of sustainable consumers using a representative sample (n = 796) from Delhi, India. We reveal four clusters: Fully conscious sustainable consumers (working professionals-generation X), Economically conscious sustainable consumers (career beginners-millennials), Partially conscious sustainable consumers (businesspeople-baby boomers), and Sustainability unconscious consumers (homemakers-baby boomers). Understanding these segments aids in designing targeted strategies for marketers and policymakers to effectively engage sustainable consumers. This study contributes by segmenting the market on sustainable consumption, providing insights for tailored marketing approaches.