The contemporary business environment is characterized by volatility, uncertainty, complexity, and ambiguity (VUCA), which presents a significant challenge to the adoption of sustainable practices in the industry. The objective of this research is to analyze the effects of clean production practices, social responsibility, and eco-innovation on the environmental awareness variable by consumers of sustainable products in the context of a VUCA business environment. An explanatory research was carried out using a personal survey for subsequent analysis through exploratory and confirmatory factor solutions and a structural equation model. The results, based on data collected from 200 consumers, have the potential to drive the adoption of sustainable practices and responsible decision-making in the industry by offering an examination of how to positively affect environmental awareness.