An evaluation and understanding of the available literature in a given subject and a compilation of the knowledge so gained, can help in formulating effective policies and strategies. This study presents ‘AVAILE’- a framework of strategies for promoting sustainable consumption developed by the authors on the basis of review of literature. This framework resulted out of an evaluation of literature focusing on factors that influence the adoption of sustainable products and the policy recommendations for impacting these factors. This framework ‘AVAILE’ an acronym for six ‘consumer-centric’ strategies, covers all possible actions that can be taken by policy makers and marketers aiming to promote sustainable consumption and eco-friendly products. It shall not only work as a toolkit for them due to its comprehensive and unique structure but also be a valuable addition to the extant literature.

Keywords: Environment-friendly Behavior, Green Product Awareness, Emotional Appeals, Sustainable Behaviour, Green Products.