The rise of eco-conscious consumers has transformed the marketing landscape, forcing firms to integrate authentic sustainability and ethical practices into their core strategies. This paper synthesizes the evolution of green consumerism, examines the psychological and socio-cultural drivers of eco-conscious behaviour, critically evaluates current sustainable and ethical marketing practices, and identifies the persistent gap between consumer attitudes and actual purchase behaviour. Using an integrative review of 182 peer-reviewed studies (2015–2025) and recent industry reports, we propose a revised framework—the Ethical–Authenticity–Impact (EAI) Model—that helps marketers move beyond greenwashing toward credible, outcome-oriented communication. Practical implications, measurement tools, and future research directions are provided.