This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation's Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students' reflective essays alongside 63 pre- and post-assignment survey responses, we develop the "RESCUER" framework which combines active and passive learning elements. We demonstrate how active learning layered on top of passive methods can be an effective means to generate more responsible consumer behaviors within a complex food supply system. Students begin with passive learning components in the form of readings and lectures (labeled Resources), before Engaging with mindfulness in an active learning activity that involves the selection, purchase, and preparation of perishable food for a salad. The framework also includes the important effects of Social influence and its role in how Cognizance and Underlying problem salience are generated. Finally included are factors that Expedite the process of generating cognizance and problem salience such as the ready availability of relevant facilities (e.g., the existence of a garbage sorting system), which can enable more Responsible consumer behaviors.