Consumer Behavior towards Sustainable Products

Aradhana Sorout () and N. P. Singh
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Aradhana Sorout: MVN University, School of Business Management and Commerce
N. P. Singh: MVN University, School of Business Management and Commerce

A chapter in Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), 2026, pp 43-53 from Springer

Abstract: Abstract One of the most tenacious issues confronting the world today is the degradation of environment at an alarming rate, caused by the over-use of natural resources to meet human needs. A viable solution lies in fostering a paradigm shift from the consumption of conventional to the adoption of eco-friendly products that exert the least adverse impact. This study attempts to identify the factors that impact sustainable consumption through survey-based research. Using a quantitative approach PLS-SEM (partial least square-structural equation modelling), the research tests the relationships between variables where green purchase intention acts as a mediating variable. The study contributes theoretically by integrating cognitive (sustainable packaging, eco-labelling) and emotional factors (emotional appeal) affecting consumer behavior. Moreover, the findings support the transition towards a more sustainable consumption behavior, considering it is no longer optional but essential.

Keywords: Green purchase intention (GPI); Eco-friendly products; sustainable behavior; green consumption; PLS-SEM (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-608-1_4

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