Way for sustainability through environmentally friendly products: an exploration of key drivers of consumer purchasing decisions

In the current competitive business landscape, environmental issues are increasingly significant for marketers. However, many customers are unaware of the environmental benefits of eco-friendly products. This study aims to investigate the factors that drive Indian customers to purchase green products. A questionnaire was used to collect data through a convenience sampling method. The study included 380 usable responses from educated customers in the National Capital Region of Delhi. The findings of the study suggest that environmental concern is the primary predictor of green purchasing behaviour, succeeded by perceived effectiveness of environmental behaviour, perceived environmental responsibility, environmental attitude, and social influence, which influence consumers' decisions to purchase such products. This study introduces an original theoretical perspective to enhance the comprehension of consumers' environmentally conscious buying choices. Therefore, marketers must recognise these elements when creating marketing strategies. To maintain a sustainable business, marketers must tackle the increasing issues related to green marketing.