This study investigates how businesses should structure their marketing strategies with a focus on sustainability during an era of global crises and climate change. The research conceptualizes sustainable marketing not merely as a corporate responsibility, but as a strategic model of existence supported by digitalization and artificial intelligence. The primary objective is to identify the behavioral and operational barriers encountered during the implementation of marketing strategies and to propose proactive solutions to overcome these obstacles.The evolution of sustainable marketing is analyzed within the context of "Sustainability Fit” and “Triple Bottom Line” frameworks, emphasizing the necessity of transforming the market through a proactive approach. Fundamental barriers, including the “intention-action gap," “greenwashing,” and “marketing myopia,” are examined through various sectoral applications. Specifically, the critical role of artificial intelligence and data analytics in facilitating sustainable consumption habits is demonstrated. Methodologically, this research is based on a hybrid approach covering current literature between 2020 and 2026. In the study, where qualitative synthesis and bibliometric analysis methods are used together, data were obtained from Web of Science, Scopus, and Google Scholar databases and subjected to descriptive content and thematic synthesis analyses. This holistic process has enabled the systematic analysis of the theoretical transformation and strategic trends in sustainable marketing. Consequently, the study concludes that sustainable marketing constitutes a permanent paradigm shift in the modern business environment.