Green Consumerism and Business Sustainability: A Behavioural Economic Study of Eco-Conscious Purchasing Patterns in Urban India

Abstract

This study explores how green consumerism is changing and how it affects sustainable business practices in Indian marketplaces. Examining how behavioural economics explains the discrepancy between consumers' perceived environmental consciousness and their actual purchasing behaviour is the main goal. Businesses are changing their business models to meet the demand for sustainable products and services as eco-consciousness grows in urban India. Nevertheless, there is still a sizable intention-behaviour gap in spite of this apparent change in attitudes. In order to identify the factors that influence and hinder green purchase decisions, this study uses a mixed-methods approach, combining quantitative surveys with qualitative information from a few chosen urban centres. The results provide suggestions for companies and legislators to promote true sustainable consumption and match market products with ecologically conscious consumer conduct.