Over the years, sustainability has emerged as a pivotal factor influencing consumer behaviours, particularly among younger generations. This Study discovers and analysis the approaches, predilection, and purchasing attitudes of millennials (Gen Y) (Gen Z) toward sustainable promotion practices at Coimbatore District. Applying a mixed approach, we steered a study and in-depth meetings with a representative sample of customers from these groups. Our results revel that both Gen Y and Gen Z are sturdily motivated toward eco-friendly products, ethical branding, and transparent marketing practices. Ecological awareness, social responsibility, and perceived product value significantly impact their purchasing decisions. However, there are notable variances between the two generations in terms of their motivations and expectations from products accepting sustainable practices. This research offers perspective for merchants and enterprises looking to tailor their strategies to efficiently connect with these population segments, thereby aiding the broader objective of fostering sustainability in buyer markets.