The integration of the augmented reality (AR) and sustainability concepts offers a revolutionary way of changing consumer shopping behaviour. This study investigates the effect of augmented reality on raising consumer awareness and engagement towards eco friendly buying decision. It takes the mixed methods approach where data from surveys was used to perform factor analysis, regression and structural equation modelling (SEM) to explore consumer perceptions in ease of use and usefulness of augmented reality (AR) and their effect on sustainability awareness and behaviours. According to the results, AR significantly helps the consumers understand the sustainable products, increases their interest for eco friendly practices, and plays a direct role in their decision of purchasing products. Symptoms of such adoption and effectiveness include perceived ease of use, perceived usefulness as well as social influence of the AR as a critical factor to be considered. This highlighting the application of augmented reality to encourage adoption of sustainable consumer behavior whose findings are useful for retailers and policymakers in their respective efforts to utilize AR technologies and improve sustainability objectives.