Rapid urbanization and growth in population have created critical socioeconomic and environmental problems for the Delhi-NCR region. Customers in this region have started to embrace ethical consumption habits due to growing worldwide concerns about ethics and corporate responsibility, which is encouraging businesses to integrate ethical marketing techniques into their operations. Using a mixed-methods approach, this study examines consumer attitudes and responses to ethical marketing activities in Delhi NCR. It focuses on awareness, perception, and acceptance of branding and promotional initiatives that are driven by ethics. It reveals a range of demographic influences and varying levels of consumer understanding, shaped by factors such as education, cultural values, and exposure to ethical marketing messages. In order to boost the influence of ethical marketing, the study also the study highlights effective communication strategies and potential areas of collaboration between businesses, marketers, and policymakers to increase the impact of ethical marketing. It focuses on promoting fair practices, transparency, and social responsibility within a rapidly evolving urban consumer base. By examining consumer motivations, expectations, and challenges, this research offers critical insights for brands aiming to connect with ethically aware consumers in Delhi-NCR. It underscores the importance of authenticity, value-driven messaging, and cooperative efforts in encouraging responsible consumer behaviour and building trust in the marketplace.