Title: What affects the consumers' green purchasing behaviour? A study from an emerging market

Authors: Md. Wasim Raza; Anwar Rasheed; Furquan Uddin

Addresses: Department of Management and Business Administration, Aliah University, Kolkata, India ' Department of Management and Business Administration, Aliah University, Kolkata, India ' Department of Management and Business Administration, Aliah University, Kolkata, India

Abstract: Consumers exhibit green purchasing behaviour (GPB) and contribute to sustainable development goals by buying responsible products. The primary focus of the study is on the factors crucial for mainstreaming green purchasing behaviour for fast-moving consumer goods (FMCGs) in India. With a sample of 302, this study explores the factors affecting consumers GPB in India. The study results into four independent variables, namely, environment consciousness (EC), environment involvement (EI), perceived effectiveness of environment behaviour (PEEB), and environment attitude (EA), which have an impact on GPB. The path analysis shows that EA and PEEB positively impact GPB, while EC and EI do not significantly impact GPB. The findings have important policy implications for emerging markets.

Keywords: green purchasing behaviour; GPB; SDGs; green marketing; environment-friendly; FMCG.

DOI: 10.1504/IJPQM.2025.148014

International Journal of Productivity and Quality Management, 2025 Vol.45 No.4, pp.513 - 533

Received: 23 Sep 2022
Accepted: 03 Aug 2023
Published online: 14 Aug 2025 *

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