This work explores Sustainable Marketing and consumer behavior in India that is experiencing an unprecedented economic growth and increased environment consciousness. Its main originality is that it is a theory that formally incorporates indigenous cultural constructs, Ahimsa (non-violence) and Dharma (duty towards nature) as moderators of the Theory of Planned Behavior (TPB) [1] and Value-Belief-Norm (VBN) models [2] instead of regarding them as peripheral variables. The convergent mixed-methods design was used: a structured survey of 1,623 respondents in six cities (Delhi, Mumbai, Bangalore; Pune, Jaipur, Coimbatore), sixteen focus groups (n = 134), and content analysis of 45 Indian brands. Reliability and validity were confirmed (Cronbach’s α = 0.87; CR = 0.91; AVE = 0.64). Green Purchase Intentions were largely predicted by Perceived Brand Authenticity (r = 0.712, p < 0.001; R 2 = 0.51), and Price Sensitivity was a significant partial mediator ( 0.41), which is almost twice the Western level. Four consumer groups were found: Those consumer segments are the Green-conscious Millennials (28%), the Traditional Value-driven Consumers (35%), the Price-sensitive Adopters (29%), and the Skeptical Non-adopters (8%). It was also found that there is a cultural paradox: high cultural value orientation, on the one hand, facilitates sustainable behavior, and, or we can say it creates the skepticism towards commercialization of Green Marketing, which is why the sustainability must be in the context of indigenous values rather than imported Western ideology.