Abstract :Traditional marketing is believed to contribute to quality of life through the activities of consumer's buying and its delivery of material well-being. The new trend of sustainable marketing merits investigation regarding whether it influences quality of life or not. Adult shoppers were interviewed, and the results from the regression analysis suggested that traditional marketing had positive impacts on life satisfaction, whereas the newer marketing of consuming less through being moderate on the part of consumers had no impact on life satisfaction. Additionally, general "green" consumers were not satisfied with their lives more than non-green consumers. However, the intention to buy energy-saving lamps had a negative impact on life satisfaction.