Asian Journal of Management and Commerce
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P-ISSN: 2708-4515, E-ISSN: 2708-4523

2025, Vol. 6, Issue 1, Part A


Identifying the driving forces behind green purchasing habits among Indian consumers: An empirical examination


Author(s): Suyash Mishra

Abstract: In an effort to address environmental concerns, marketing professionals have prioritized the promotion of green consumerism within their strategic frameworks. They have introduced a range of novel approaches aimed at encouraging the uptake of eco-friendly products in developed nations. However, this concept continues to evolve in Indian market. In recent years, the increasing emphasis on environmental sustainability and green business practices has led to shifts in consumer preferences and purchasing patterns. This investigation constructs and examines a conceptual model, which offers several notable findings in developing nation. Data were collected from 290 Indian consumers with prior experience in the acquisition of environmentally-friendly products. This study seeks to identify the most significant key factors that motivate environmentally-conscious purchasing decisions. The impact of eco-label, environmental concern and environmental attitude has been tested on green purchase behaviour in Indian market and it was found that these variables significantly influence the decision of green purchase. Environmental concern was found to be a major significant determinant of green purchase behaviour. This study provides important findings for marketers, practices of retailing green products and for policymakers. The findings of this study hold important implications for firms wishing to address consumer scepticism and enhance the willingness to purchase environmentally sound products.

DOI: 10.22271/27084515.2025.v6.i1a.439

Pages: 36-41 | Views: 113 | Downloads: 31

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Asian Journal of Management and Commerce
How to cite this article:
Suyash Mishra. Identifying the driving forces behind green purchasing habits among Indian consumers: An empirical examination. Asian J Manage Commerce 2025;6(1):36-41. DOI: 10.22271/27084515.2025.v6.i1a.439
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