The study focuses on assessing cause and effect relationship among the dimensions of customer’s integrity towards the sustainable marketing strategy in Tamil Nadu. The study is based on quantitative data wherein a well-structured questionnaire was presented to the sample population and based on the responses from 315 participants across Tamil Nadu who are using green products which are marketed based on the sustainable marketing strategies. The selection of the sample was based on non-random technique using the snowball sampling. The non-probability sampling technique was used based on the nature of the population which is infinite. The collected data was analyzed using the statistical tools of exploratory factor analysis and confirmatory factor modeling using the SPSS. The results reveal that the customer integrity is highly dependent on the factors of Promoting Sustainable Values, Sustainability in Quality and Customer Loyalty, Declining Impact on Environment and Sustainable Energy Saving and Addressing Complaints.