Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{207246,
        author = {Sathyashree S and Prabala. P},
        title = {Eco-Conscious India: Understanding the Psychology Behind Green Consumer Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {34-41},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207246},
        abstract = {This abstract explores the terms green or sustainable consumer behaviour. As environmental concerns are rising globally, we need to understand the psychology of consumers while some consumers are choosing environmentally friendly products others are not choosing the same. The study draws upon various internal and external factors influencing green consumption. We also need to identify the consumers’ attitudes towards environmental issues and green products, environmental concern, and values. The green purchase intention and subsequent behaviour are influenced by an individual's attitude toward the behaviour, subjective norms (perceived social pressure), and perceived behavioural control (perceived ease or difficulty of performing the behaviour).
The research revolves around into moral and ethical considerations, where a sense of duty or responsibility towards the environment and future generations motivates consumption choices. Identity plays a role, with consumers integrating green Behaviours into their self-concept. Furthermore, social influence from peers, family, and media, as well as cultural and religious factors, are recognized as significant external shapers of green consumerism. The abstract also acknowledges the persistent "attitude-behaviour gap," where positive environmental attitudes do not always translate into actual green purchases. This gap is often attributed to perceived barriers such as higher prices of green products, limited availability, lack of trust in green claims (greenwashing), and a perceived lack of personal impact. Ultimately, understanding these psychological drivers and barriers is crucial for businesses and policymakers to develop effective strategies that encourage widespread adoption of green consumption, thereby fostering sustainable development and mitigating environmental degradation.},
        keywords = {Green Consumer, Eco-Friendly products, Environment, Sustainability, Consumer Psychology.},
        month = {August},
        }