This module explores how marketing supports the transition to sustainable consumption and production. It examines evolving consumer habits, highlighting both the growth of greener lifestyles and the barriers to sustainable purchasing, such as price, convenience, and awareness. The role of marketing is analyzed through the 3P approach (people, planet, profit), as well as the evolution from traditional to sustainable and green marketing. Students will critically assess opportunities and risks, including the challenges of greenwashing, to understand how marketing can genuinely drive climate-conscious consumer behavior and corporate sustainability strategies.