Published Paper Details:

In India, educated consumers, especially urban and materialistic ones, are increasingly gaining awareness of the value and usefulness of green products. However, for a significant portion of the population, eco-friendly consumption is still comparably new and, to some extent, is still seen as a new concept. This phenomenon poses a practical challenge: in most cases, before green consumption can be adopted on a regular basis, consumers often need the process of awareness building and prolonged sensitisation towards environmental risks. In turn, green initiatives should not be limited to a narrow circle but be applied to larger social groups, which, in turn, presupposes time payment, institutional work, and social interaction. Notably, though, the concept of green marketing is not entirely new to the Indian environment; prior to the modern sustainability movement, even the use of biogas and simple everyday use of goods that were environmentally friendly, like bamboo furniture and compact fluorescent lamps, were indicative of environmentally conscious decisions. Similar cases arise in the case of traditional domestic practices through the use of earthen pots, Surahi, or Matka to maintain drinking water temperature instead of using refrigeration. These practices put across the point that sustainability in Indian consumption has strong cultural roots, and more and more other economic sectors are considering adopting green products as part and parcel of sustainable long-term societal welfare and environmental stability. The rising poverty of the environment, in line with the rapid shift in climate change, has heightened academic interest in the factors of sustainable consumption. In this larger background, the purchasing intention of green products has become important due to the fact that, in many instances,it comes before the actual purchase behaviour in an environmentally responsible manner. This theoretical question postulates a conceptual framework that integrates to explain green purchase intention by using an expansion of the Theory of Planned Behaviour (TPB) and placing Environmental Concern as the mediator construct. Based on existing theoretical considerations and empirical evidence based on the previous research studies, this paper has outlined the role of attitude toward green products, subjective norms, and perceived behavioural control in creating a process of environmental concern, which subsequently directs these antecedent impacts on purchase intention. This study provides a theoretically founded model for explaining green purchasing decisions by connecting psychological appraisal, social influence, and perceived control through the mediating role of environmental concern. The framework will be used to guide eventual empirical validation, as well as can also be used by policymakers and practitioners to develop interventions that strengthen the consumption patterns that are environmentally responsible.