Book excerpt: Consumers prefer businesses that support sustainability. This volume delves into the nuts-and-bolts of sustainable marketing and the promotion of environmentally and socially responsible products, practices, and brand values, taking a deep dive into how to integrate sustainability into a marketing strategy and how to develop, broaden, and maintain a sustainable marketing strategy that appeals to the values of the general public. The book contains three parts with the first section detailing sustainable consumer culture, examining consumer personality traits and purchasing behavior and how to influence those purchasing decisions and gain brand loyalty. The volume also reviews sustainable business strategy practices through various studies from the banking, fashion, hospitality and tourism, and other industries. The use of artificial intelligence and machine learning in sustainable marketing is also touched upon. The final part focuses on green marketing and details the new consumption patterns prevalent in the market today.