The rapid advancement of digital technology has transformed marketing, providing businesses with opportunities to leverage data-driven insights for effective consumer targeting. ‘Programmatic Advertising’ (PA), known for its automated ad placements powered by big data, has become a cornerstone of digital advertising by delivering personalised content to consumers in real time. While effective in driving engagement, PA also raises environmental concerns due to its high energy consumption and potential to encourage impulsive buying behaviour (IBB). This conceptual study, based entirely on secondary sources and theoretical analysis, explores the relationship between PA and Sustainable Online Purchase Decisions (SUPD) in the emerging Indian market, focusing on how PA-induced impulsive buying can be influenced by environmental knowledge (EK). Drawing on the Theory of Reasoned Action (TRA), the Theory of Planned Behaviour (TPB), and the Stimulus-Organism-Response (S-O-R) framework, this study proposes a model wherein PA attributes act as stimuli triggering impulsive buying, with EK functioning as a moderating variable that redirects these tendencies toward sustainable consumer choices. Theoretical insights from this framework suggest how EK may foster a positive consumer attitude toward sustainable shopping, ultimately contributing to more conscious purchase decisions. This study aims to guide future empirical work, inform policymakers and businesses on incorporating environmental awareness into digital advertising strategies, while also addressing gaps in understanding PA’s cognitive and behavioural impact within emerging markets.

Sustainability, programmatic advertising, online shopping, impulsive buying behaviour, environmental knowledge, sustainable online purchase decisions

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