Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Pan-generation investigation of sustainability factors in conjunction with personality aspects influencing consumer's perception towards sustainable marketing Subject The topic of the resource Consumer attitude; Consumer perception; Generation X and Y; Green; Personality; Social; Sustainable marketing Description An account of the resource Sustainability has become the goal of governments and organizations worldwide since the 2030 agenda of the United Nations was declared. The large number of products has emerged in the market that claims to be green and sustainable or promise to serve a social cause. Even though numerous studies that claim consumers are increasingly conscious of their choices and consumption behaviour there has been a marked gap between this awareness and the actual behaviour exhibited. In a quest to comprehend the curious gap between the attitude and behaviour of consumers, several studies have endeavored to find a plausible explanation. Marketing specialists have come up with several strategies in order to make sustainable marketing a success but inexplicably still fail to do so. This study proposes a conceptual framework that comprehensively explains the impact of external and internal drivers for a consumer's perception of products that claim to be sustainable in nature, which may eventually explain the attitude-behaviour gap. This has been constructed using well-established consumer behaviour and personality theories. Sample size was calculated using proportion to population method and was derived as 270. Judgment and convenience sampling were used to collect the data through a structured questionnaire. The study uncovered that age influences the attitudes of consumers and both Gen X (cohort born between 1965-79) and Y (cohort born between 1980-96) bear positive attitudes towards sustainable marketing. Pricing had a major influence as well, buyers who ranked high on the 'Conventional' and 'Realistic' interests of the RIASEC personality model had a more positive perception. 2021 Ecological Society of India. All rights reserved. Creator An entity primarily responsible for making the resource Singh S.; Suresh A.S.; Sharma V. Source A related resource from which the described resource is derived Indian Journal of Ecology, Vol-48, pp. 34-39. Publisher An entity responsible for making the resource available Ecological Society of India Date A point or period of time associated with an event in the lifecycle of the resource 2021-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85113799302&amp;partnerID=40&amp;md5=f846287449169e4386231abb5072d8b5" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85113799302&amp;partnerID=40&amp;md5=f846287449169e4386231abb5072d8b5</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 3045250 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Singh S., CHRIST (Deemed to be University), Delhi NCR, 201 003, India; Suresh A.S., CHRIST (Deemed to be University), Delhi NCR, 201 003, India; Sharma V., CHRIST (Deemed to be University), Delhi NCR, 201 003, India