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The fast growth of digital technology has redefined consumption trends in urban India with digital marketing playing a major role in defining online buying behaviour. Although this has changed, the literature has little empirical evidence that connects digital marketing and the use of the internet to sustainable consumption in emerging urban economies. To fill this research gap, the current study analyses the impacts of digital marketing influence and internet use on online purchasing behaviour as one of the Sustainable Development Goal 12 (Responsible Consumption and Production). The research is premised on primary data obtained after a structured survey of consumers in urban areas and uses chi-square, binary logistic regression, and exploratory factor analysis as the methodological tools to test the demographic and behavioural factors that determine online purchasing. The findings indicate that gender is not a significant factor in digital engagement, which means that there is no discrimination in the access to digital channels, whereas age is a significant factor in regard to online purchasing behaviour. The intensity and digital marketing influence become the best predictors of online purchasing than the traditional demographic variables. Regarding sustainability, the results indicate that digital consumption has the potential to enhance efficiency through the cost reduction of physical travel and information search, and brings with it behavioural risks of overconsumption and digital inequality. The empirical results presented in the study contribute to the literature in that digital consumption choices in urban India are more likely to be based on behavioural exposure, but not demographics. The policy implications will include responsible digital marketing habits, online advertising transparency, and consumer awareness campaigns to allow digital market growth to assist in the sustainable and responsible consumption as part of SDG-12.