With the world struggling to find newer discourses of marketing for inflating profit margins and widening public image, the ecological environment scenario has opened new frontiers for businesses. The environmental movement has gained momentum in the past several decades. There has been a rise in the availability of organic goods, an uplift in the demand for fuel-efficient automobiles and a general desire among customers to have some kind of positive environmental impact. Communications professionals are capitalizing on going green to pique their audience’s attention and move products off shelves thereby leading to eco-centric sustainable marketing. Products with green packaging, print advertising featuring "green" scenes and commercials touting environmental benefits all actually refer to sustainable environment marketing, either directly or implicitly. An increasing imbalance in the carbon footprint has paved the way to Green Marketing and one of its competitive weapons is Green Advertising which aims at infusing a spirit of corporate environmental responsibility among both marketers and consumers. Green advertising is slated towards moulding consumer behaviour in the direction of ecocentrism and at the same time providing a competitive edge to the marketer above its rivals. The purpose of this conceptual study, which employs an exploratory research approach, is to establish a mechanism by which green advertising acts as a precursor to sustainable marketing by application of qualitative research technique (grounded theory embedded conceptual framework analysis). The paper holds implications for researchers as well as social advocates of sustainable marketing, environmental strategists and green marketers.