South Africa faces increasing environmental challenges, including climate change, pollution, and biodiversity loss often intensified by unsustainable consumption patterns. In response, the fast-moving consumer goods (FMCG) sector has adopted sustainable marketing strategies aimed at promoting eco-friendly consumer behaviour and advancing progress towards the Sustainable Development Goals (SDGs). However, the effectiveness of these strategies remains unclear due to limited context-specific research, low consumer awareness, mistrust of green claims, and socio-economic inequalities that hinder participation. This study evaluates the effectiveness of sustainable marketing strategies in influencing consumer behaviour within South Africa’s FMCG sector. A systematic literature review was conducted using PRISMA guidelines, focusing on peer-reviewed studies published between 2020 and 2025. The analysis identified key sustainable marketing approaches such as green packaging, eco-labelling, CSR-driven branding, and educational campaigns and assessed their impact on consumer perceptions and purchasing decisions. Findings reveal that the effectiveness of these strategies is mixed and highly dependent on factors such as consumer trust, price sensitivity, cultural relevance, and accessibility. While some segments respond positively, others remain excluded due to affordability or lack of information. The study concludes that sustainable marketing in South Africa must be inclusive, transparent, and locally contextualised to be impactful, offering practical observations for marketers.