Author(s): Anubhav Singh Gangwar, Anil Kumar and DB Singh
This research aims to establish a theoretical basis for understanding how consumers behave in relation to environmentally friendly products. It explores the impact of interpersonal influence, attitudes towards green consumption, awareness of green practices, and various factors that may affect these behaviors. Additionally, the study investigates whether these influences vary significantly across different stages of consumer behavior: purchasing, usage, and recycling Professionals and youth made up the primary sample of 512. This study relies on factors that scrutinize the hypothesis and provide support for the conceptual discrete model. The study was analyzed by IBM SPSS AMOS 23v (2019). The paper provides a comprehensive analysis of the factors that influence green consumer behavior. The results show that marketers should prioritize green household products (FMCG-day-to-day products) over other general green product categories, such as energy-saving bulbs, recycled papers and other materials, and eco-friendly carry bags. They should do so by promoting the benefits of recyclable or reusable material or packaging through media such as television, the internet, newspapers, and magazines, as well as by assisting in reducing pollution emissions through eco-quality environmental products. Three cognitive and altitudinal factors, namely environmental concern, perceived consumer effectiveness, and attitudes toward green products, significantly influenced consumers' green purchase intention, which in turn influenced their green purchasing behavior, as confirmed by this study. This study's findings are based on the consumer stimulus model of green purchasing behavior.