The purpose of the study is to determine whether attitudes and purchase intentions to consume ethically certified and cruelty-free cosmetic labels lead to sustainable consumption of life on land in India. Sustainable consumption has been identified as one of the means to create climate resilient policies. Additionally, this study also measures the mediating effects of a lifestyle choice, consumer attitude, and consumer preference toward purchase intention, which results in sustainable consumption. The model is studied using related literature, measurable variables with a five-point Likert scale, hypothesis testing, and mediators. A structured questionnaire broken into six sections was employed. A structural equation model was used to assess 466 valid replies. This study discovered that consumer preference rather than lifestyle decisions strongly influences ethically certified/cruelty-free cosmetics purchase intention. Positive attitudes are related to purchasing, but lifestyle’s impact is low. Product benefits, ethical credentials, and brand image should be highlighted by marketers instead of lifestyle marketing to encourage sustainable consumption. The study limits itself to consumers in India; future research should explore broader demographics, cultural variations, and deeper qualitative insights to improve sustainable consumption strategies in favor of life of land.