Title: Understanding the influence of psychological factors on consumer behaviour: a study of green FMCG purchases

Authors: Aamer Al Aflak; Priya Vij

Addresses: University School of Business, Chandigarh University, Mohali, Punjab, India ' University School of Business, Chandigarh University, Mohali, Punjab, India

Abstract: Consumer interest and concern in environmental issues have increased, which increased attention on environmental sustainability. The research goal to examine consumer behaviour towards buying green fast-moving consumer goods (FMCG) utilising norm activation theory with personal norm mediating role and extended variables perceived consumer effectiveness and environmental concern. A survey method used, the data collected from 302 valid surveys was assessed by the 'partial least squares-structural equation modelling' approach. The research targeted consumer from the top three cities in Punjab from population and literacy aspect. The findings indicated that customer behaviour to purchase green items influenced by personal norm. With the exception of environmental concern, which had no indirect significant impact on purchase behaviour, perceived consumer effectiveness, awareness of consequences plus attribution of responsibility, were all positively correlated with buy behaviour. This study seeks to ascertain the role that psychological factors play in influencing a person's choice to buy green products.

Keywords: consumer behaviour; green FMCG; psychological factors.

DOI: 10.1504/IJICBM.2025.146679

International Journal of Indian Culture and Business Management, 2025 Vol.35 No.2, pp.168 - 184

Received: 13 Aug 2023
Accepted: 24 Aug 2023
Published online: 13 Jun 2025 *

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