Climate change is a significant global challenge facing the rest of the world and like many other countries, the BRICS nations heavily rely on carbon for their economic systems which contributes significantly to the overall global emissions of greenhouse gases. In South Africa, extreme floods, droughts, and rising temperatures are just a few of the repercussions of climate change having an immense impact on the country's ecosystems, economies, and livelihood. While scientific evidence has heightened awareness and the urgency to act, consumer response remains limited. This study, therefore, investigates the role of marketing in promoting climate change action, explores how consumer behaviour influences environmental outcomes, and identifies factors that contribute to South African consumers’ resistance to climate-friendly choices. A systematic literature review was conducted using PRISMA 2020 guidelines, drawing on peer-reviewed articles published between 2017 and 2024. Thematic analysis was used to synthesise findings across studies. The review reveals that although marketing can be a powerful tool for encouraging sustainable behaviour, socio-economic barriers, pricing perceptions, and trust deficits often hinder consumers from adopting eco-conscious practices. This chapter concludes with strategic recommendations for leveraging marketing to foster low-carbon consumption in South Africa.