This study explores the elements of consumer resistance to sustainable marketing with an integrated theoretical approach adopting cognitive dissonance theory, institutional theory, and theory of planned behaviour. Although awareness of sustainability is increasing, consumers frequently do not accept sustainable products because of psychological discomfort, institutional barriers, and perceived behavioural limits. Using interpretive structural modelling (ISM), this study elucidates the hierarchy relationships among the main barriers, such as greenwashing, lack of transparency, price sensitivity, norm conformity, and instantaneous gratification. The most impactful of these drivers were identified as greenwashing and transparency deficits, both of which contribute to distrust and ultimately erode consumer confidence. Weak regulations and social norms that perpetuate these problems are demonstrated by Institutional Theory, while price premiums and limited access reduce perceived behavioural control and are described in the theory of planned behaviour. This study proposes a multi-tiered effort for policymakers and businesses to address resistance. Transparency will be enforced through independent certifications and stringent sustainability standards regulated by the regulatory frameworks. To regain consumer trust, companies must embrace true sustainability and communicate honestly. Price premiums can also be lowered through innovation, subsidies, and supply chain efficiencies to help play a role in them become more affordable. Understanding these barriers allows businesses to understand how they can build consumer trust, policymakers to enact effective regulations, and society as a whole to begin moving toward more sustainable consumption habits.