The Psychology of Green Choices: What Drives Eco-Friendly Consumer Behaviour in Urban India?

Author(s): Vipresh Pradhan

Abstract:

This study explores the psychological determinants shaping eco-friendly consumer behaviour among urban Indians through a qualitative, interpretivist approach. Semi-structured interviews with diverse metropolitan consumers reveal that moral responsibility, internalised sustainability values and perceived consumer effectiveness strongly motivate green choices. Social influence and lifestyle aspirations further shape behavioural intentions, particularly among younger consumers who associate sustainability with modern identity and social consciousness. However, widespread scepticism toward green claims, concerns about greenwashing and limited trust in brands weaken purchase decisions. Structural constraints-such as high prices, limited product availability and inadequate urban infrastructure-create a persistent attitude–behaviour gap, even among highly motivated individuals. The findings demonstrate that sustainable behaviour in India results from the interplay of psychological, social and contextual factors rather than attitudes alone. The study highlights the need for credible green markets, supportive urban systems and behavioural interventions that enable sustainability to become a practical, mainstream choice.

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Pages: 180-184     |    2 View     |    0 Download