PurposeTo introduce macro-behavioral perspective for understanding pro-sustainability actions from the perspective of various stakeholders. Methodology/approachRecent research on sustainability, behavior change, and environmentalism is reviewed to conceptualize a comprehensive macromarketing framework to spawn and diffuse pro-sustainability behaviors. FindingsProvides a comprehensive macromarketing framework that not only explains the behavioral factors from firm’s perspective but also explains these factors from the perspective of various stakeholders who are part of the entire value chain. Research limitations/implicationsThe paper adds to the literature on pro-sustainability behaviors by providing a research framework from macro-marketing point of view. Practical implicationsAs practical insight, the paper provides some important guidance in terms of better understanding on firm-specific and individual-specific actions which may help in progressing toward sustainability. Originality/valueThe paper integrates past observations on behavioral aspect of sustainability and develops an important framework to understand pro-sustainability actions.