Abstract Sustainability has become a global buzz word. Global business leaders are showing deep concerns about sustainable business practices in the light of growing emphasis on sustainable development. Consumers across the world are becoming gradually aware of the environmental impact of industrialization and realizing their role in contributing to the environment through responsible consumption of products. The companies adopting sustainability measures enjoy better credibility and image among all stakeholders including the consumers. Many business organizations are making efforts to create wider consumer awareness about consumption for sustainable development and sustainability marketing practices adopted by their organizations. Marketing communications techniques play a critical role in communicating with the consumers to infuence their behaviour towards sustainable consumption. The present paper deals with analyzing marketing communication techniques adopted for promoting environment friendly or sustainable products and suggests a conceptual framework for communicating sustainability marketing practices adopted by business organizations. Keywords: Sustainability, Marketing Communications, Sustainable Development Marketing Communications for Sustainable Consumption: A Conceptual Framework Shilpa Bagdare* Introduction There is a rising global concern about sustainability among nations of the world as a result of the initiatives and efforts of United Nations in popularising Sustainable Development Goals – 2030. Efforts are being made by all the stakeholders to save the planet for future generations by adopting all possible measures. Businesses are also integrating sustainability dimensions into their strategic plans and operations which are refected in their marketing practices. There is a growing popularity of environment friendly products and sustainability marketing practices adopted by business organizations. Measures are being taken to popularize through different types of public campaigns. Communication programmes play a great role in creating widespread awareness about sustainable development across the world among all stakeholders. They build public opinions and infuence the life and behaviours of all concerned. Sustainability communication campaigns are being run by every country and their impact are being shared among other countries. Over a period of time, particularly in the last decade, the Consumers are increasingly becoming aware about the sustainable development movement. They are also realizing their role and contribution by way of becoming a responsible citizen and consumers. Globally, there is a growing demand for green or environment friendly or eco- friendly products and services among consumers. They pay greater attention to environment related information about the products they buy. Companies adopting green marketing practices enjoy better image and credibility among all stakeholders. Communication is the most powerful force for promoting any idea, product or service, particularly in the context of sustainability. It should be informative, credible and persuasive in order to sensitize and infuence the consumption patterns in favour of saving the planet earth. In view of the growing importance of consumers in terms responsible or sustainable consumption for Sustainable Development, the need to adopt an effective communication strategy is increasingly felt by the marketers. Trivedi, Trivedi, and Goswami (2018) * Faculty, Marketing Area, International Institute of Professional Studies Devi Ahilya University, Indore, Madhya Pradesh, India. Email: shilpa_bagdare@rediffmail.com International Journal of Marketing and Business Communication 7 (4) 2018, 45-49 http://publishingindia.com/ijmbc/