Purpose: This study aimed to offer an understanding of how sustainable development, technology, and marketing are connected by demonstrating how generative AI (GenAI) can create game-changing marketing practices to increase profits and support the environment. Additionally, this study sought to facilitate the understanding of the GenAI mediator between transformative marketing practices and sustainable development goals.

Methodology: The investigation under analysis was quantitative and descriptive. A cross-sectional survey design used to gather 548 sample information of various sample of marketing executives (N = 196), consumers (N = 224), shareholders (N = 56), and suppliers (N = 72). The reactions were gained on a structured questionnaire in terms of a 5-point Likert scale. In this approach, statistical analysis was used, using the AMOS version 23, which measures the systematic method of evaluating the hypothesized associations.

Findings: GenAI could be used in conjunction with sustainability marketing to improve its effectiveness, originality, and effectiveness. Firms would be forced to face difficulties and adjust to conditions in the industry to exploit this technology in the realization of SDGs. Practical

Implications: For people working in the industry, the research demonstrated that by exploiting GenAI, marketing results, consumer interactions, and social outcomes of the campaign can be significantly improved. To implement AI in their organization, companies could develop specific sustainability-oriented marketing campaigns, streamline content creation, and determine the current effect of their actions on SDGs.

Originality: The evidence gave scholars, research professionals, and corporate managers practical application of AI to propel innovative and sustainable marketing campaigns.

1. Abbas, Q. (2024). Sustainable marketing in the age of environmental consciousness. Journal of Technologies and Innovative https://www.researchgate.net/publication/377442395 of Research, 11(1), a317–a326.
2. Bail, C. A. (2024). Can Generative AI improve social science? Proceedings of the National Academy Science, 121(21), https://doi.org/10.1073/pnas.2314021121 Article ID e2314021121.
3. Banh, L., & Strobel, G. (2023). Generative artificial intelligence. Electronic Markets, 33(1), Article no. 63. https://doi.org/10.1007/s12525-023-00680-1
4. Borrello, M., Pascucci, S., Caracciolo, F., Lombardi, A., & Cembalo, L. (2020). Consumers are willing to participate in circular business models: A practice theory perspective to food provisioning. Journal of Cleaner Production, https://doi.org/10.1016/j.jclepro.2020.121013 259, Article ID 121013.
5. Chattopadhyay, P. (2020). The role of affiliate marketing in digital space: A conceptual approach. International Journal for Modern Trends in Science and Technology, 6(5), 53–59. https://doi.org/10.46501/ijmtst060509
6. Chaudhary, P., & Sharma, S. (2022). Private label fashion brands: Through the lens of masstige theory. Indian Journal https://doi.org/10.17010/ijom/2022/v52/i6/169833 of Marketing, 52(6), 8–23.
7. Chaudhuri, S., Satyanarayanan, K. R., & Sureshkumar, V. (2023). A study on marketing strategies for sustainable and eco-friendly products. Tuijin Jishu/Journal of Propulsion Technology, 44(4), 4481–4489. https://doi.org/10.52783/tjjpt.v44.i4.1694
8. Dahiya, A., Bhatt, P., Kumar, A., & Kant, S. (2025). Factors influencing green product purchase intention: A structural equation modeling approach utilizing PEST framework. Indian Journal of Marketing, https://doi.org/10.17010/ijom/2025/v55/i8/175210 55(8), 69–88.
9. Dixit, A., Jha, R., Baber, R., & Baber, P. (2024). The impact of artificial intelligence on digital employee engagement. Prabandhan: Indian Journal of Management, 17(9), 24–43. https://doi.org/10.17010/pijom/2024/v17i9/173940
10. Doshi, P. V. (2018). Effect of Internal marketing on employees' perception of their performance. Prabandhan: Indian Journal of Management, 11(3), 39–49. https://doi.org/10.17010/pijom/2018/v11i3/122076
11. Feuerriegel, S., Hartmann, J., Janiesch, C., & Zschech, P. (2024). Generative AI. Business & Information Systems Engineering, 66(1), 111–126. https://doi.org/10.1007/s12599-023-00834-7
12. Gong, Y., Xiao, J., Tang, X., & Li, J. (2023). How sustainable marketing influences the customer engagement and sustainable purchase intention? The moderating role of corporate social responsibility. https://doi.org/10.3389/fpsyg.2023.1128686 Frontiers in Psychology, 14.
13. Gupta, R., Nair, K., Mishra, M., Ibrahim, B., & Bhardwaj, S. (2024). Adoption and impacts of generative artificial intelligence: Theoretical underpinnings and research agenda. International Journal of Information Management Data Insights, 4(1), Article ID 100232. https://doi.org/10.1016/j.jjimei.2024.100232 AI
14. Hartmann, J., Exner, Y., & Domdey, S. (2024). The power of generative marketing: Can generative create superhuman https://doi.org/10.2139/ssrn.4597899 visual marketing content? SSRN.
15. Johnston, R. B. (2016). Transforming our world: The 2030 agenda for sustainable development. Global sustainability. In Proceedings of the 6th International Congress on Arsenic in the Environment, AS 2016. https://doi.org/10.1201/b20466-7
16. Khan, R. U., Saqib, A., Abbasi, M. A., Mikhaylov, A., & Pinter, G. (2023). Green leadership, environmental knowledge sharing, and sustainable performance in manufacturing industry: Application from upper echelon theory. Sustainable Energy Technologies and Assessments, 60, Article ID 103540. https://doi.org/10.1016/j.seta.2023.103540
17. Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. (2023). Ensuring brand loyalty for firms practising sustainable marketing: A roadmap. Society and Business Review, 18(2), 219–243. https://doi.org/10.1108/SBR-10-2021-0189
18. Khatri, S., & Kale, S. (2022). Social listening as a marketing strategy to analyze beyond consumer buyology in the OTT industry: A research note. Prabandhan: Indian Journal of Management, 15(1), 53–58. https://doi.org/10.17010/pijom/2022/v15i1/167861
19. Kini, A. N., & Basri, S. (2022). A framework for customer engagement behaviour in the financial services industry: A critical review of evidence. Indian Journal of Finance, 16(6), 27–43. https://doi.org/10.17010/ijf/2022/v16i6/169925
20. Kuchinka, D. G., Balazs, S., Gavriletea, M. D., & Djokic, B.-B. (2018). Consumer attitudes toward sustainable development and risk to brand loyalty. Sustainability, 10(4), 997. https://doi.org/10.3390/su10040997
21. Kumar, A., Mallick, S. S., Hota, S. L., Vasudevan, S. A., & Şimşek, S. A. (2024). Green marketing strategies: Enhancing brand image and consumer trust in sustainable development. Prabandhan: Indian Journal of Management, 17(12), 8–27. https://doi.org/10.17010/pijom/2024/v17i12/174054
22. Kumari, S. P., & Mohanty, M. (2024). Online peer-to-peer (P2P) lending: A systematic literature review using bibliometric analysis. Prabandhan: Indian Journal of Management, 17(7), 57–79. https://doi.org/10.17010/pijom/2024/v17i7/173637
23. Lv, Z. (2023). Generative artificial intelligence in the metaverse era. Cognitive Robotics, 3, 208–217. https://doi.org/10.1016/j.cogr.2023.06.001
24. Mohapatra, A. K., Matta, R., Soni, R., & Hiremath, N. V. (2024). Evaluating the role of artificial intelligence on ESG reporting: Evidence from India. Prabandhan: Indian Journal of Management, 17(11), 8–22. https://doi.org/10.17010/pijom/2024/v17i11/174020
25. Mondejar, M. E., Avtar, R., Diaz, H. L., Dubey, R. K., Esteban, J., Gómez-Morales, A., Hallam, B., Mbungu, N. T., Okolo, C. C., Prasad, K. A., She, Q., & Garcia-Segura, S. (2021). Digitalization to achieve sustainable development goals: Steps towards a smart green planet. Science of The Total Environment, https://doi.org/10.1016/j.scitotenv.2021.148539 794, Article ID 148539.
26. Nekmahmud, M., Ramkissoon, H., & Fekete-Farkas, M. (2022). Green purchase and sustainable consumption: A comparative study between European and non-European tourists. Tourism Management Perspectives, https://doi.org/10.1016/j.tmp.2022.100980 43, Article ID 100980.
27. Outman, A., Deracinois, B., Flahaut, C., Diab, M. A., Dhaouefi, J., Gressier, B., Eto, B., & Nedjar, N. (2023). Obtaining of new antioxidant and antimicrobial peptides derived from human hemoglobin by peptide hydrolysis and comparison with these obtained by bovine hemoglobin. Preprints. https://doi.org/10.20944/preprints202307
28. Park, J. Y., Perumal, S. V., Sanyal, S., Ah Nguyen, B., Ray, S., Krishnan, R., Narasimhaiah, R., & Thangam, D. (2022). Sustainable marketing strategies as an essential tool of business. The American Journal of Economics https://doi.org/10.1111/ajes.12459 Market and Sociology, 81(2), 359–379.
29. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Research: An International Journal, 8(4), 357–370. https://doi.org/10.1108/13522750510619733
30. Polisetty, A., & Sheela, P. (2023). Will AI replace humans from human resources? A case analysis. Prabandhan: Indian Journal of Management, 16(6), 25–38 https://doi.org/10.17010/pijom/2023/v16i6/172862.
31. Prabhu, S., & Satpathy, T. (2015). Affiliate marketing's future in India. Indian Journal of Science and Technology, 8(4), 1–5. https://doi.org/10.17485/ijst/2015/v8iS4/62936
32. Rangaswamy, A., Moch, N., Felten, C., van Bruggen, G., Wieringa, J. E., & Wirtz, J. (2022). The role of marketing in digital business platforms. Journal of Interactive Marketing, 51, 72–90. https://doi.org/10.1016/j.intmar.2020.04.006
33. Ravichandran, S. S. (2023). Circular economy elements in marketing communications: An opinion perspective for a sustainable future. Prabandhan: Indian Journal of Management, 16(8), 65–71. https://doi.org/10.17010/pijom/2023/v16i8/173065
34. Shayan, N. F., Mohabbati-Kalejahi, N., Alavi, S., & Zahed, M. A. (2022). Sustainable development goals (SDGs) as a framework for corporate social responsibility (CSR). Sustainability, 14(3), Article no. 1222. https://doi.org/10.3390/su14031222
35. Soni, V. (2023). Adopting Generative AI in digital marketing campaigns: An empirical study of drivers and barriers. Sage Science Review of Applied Machine Learning, 6(8), 1–15. https://journals.sagescience.org/index.php/ssraml/article/view/108
36. Strobel, G., Banh, L., Möller, F., & Schoormann, T. (2024). Exploring generative artificial intelligence: A taxonomy and types. Hawaii International Conference on System Sciences (HICSS), 1–10. https://doi.org/10.24251/HICSS.2024.546
37. Wani, T. A., & Ali, S. W. (2015). Innovation diffusion theory: Review & scope in the study of adoption of smartphones in India. Journal of General Management Research, 2(2), 98–115. https://www.scmsnoida.ac.in/assets/pdf/journal/vol2Issue2/Article%208 %20Tahir%20Ahmad%20Wani%20and%20Syed%20Wajid%20Ali.pdf
38. Wessel, M., Adam, M., Benlian, A., Majchrzak, A., & Thies, F. (2024). Generative AI and its transformative value for digital platforms. Journal of Management Information Systems, 1–6. https://www.jmis-web.org/cfps/JMIS_SI_CfP_Generative_AI.pdf