Fecha de publicación: 21/10/2022 Fuente: WIPO "sustainability" Aim/Purpose:- The aim of the present invention relates to investigate the mediating role of ethical marketing practices in relationship between the marketing mix elements and industrial-environmental sustainability. As is it emergence and need to bring transformational changes in marketing where the firms are moving towards profiteering activities in the contemporary phenomena. Outcome:- The outcome of the research will facilitate to bring long-run survival of MSME’s, high customer satisfaction and environmental sustainability. Research Methodology/Design/Approach:- The model can be better understood by taking the advantage of empirical research study by applying various descriptive and inferential statistics and applying structural equation modeling using AMOS and R-Programming. Novelty:- The developed model which is novel with three different constructs where the ethical marketing practices are the mediating variable in relationship between the marketing mix elements and the industrial and environmental sustainability. Social Relevance: - The concept is having high social relevance as the ethical marketing practices may bring transformational changes in the business world. Generalizability:- The outcome of the research can be generalized under any phenomena where lacking of ethical practices in marketing plays a crucial role. It model will give similar results under any circumstances and conditions irrespective of geographical and socio-economic conditions.