<h1>Machine learning shows income, education and awareness drive sustainable consumer behavior, guiding targeted subsidies and inclusive planning</h1> Researchers at an Indian management institute used machine-learning models and explainability techniques to identify income, education and environmental awareness as primary predictors of sustainable consumer behaviour, with higher income and education linked to greater carbon-footprint awareness. The study highlights legal and policy-relevant implications: design of targeted subsidies, differentiated sustainability marketing, and inclusive urban planning for recycling, public transport and renewables to reduce socio-economic disparities in environmental impact. The methodology's individual-level modelling supports evidence-based regulation and policy measures aimed at making eco-friendly choices practical and equitable across demographic segments.