Purpose In the present era of green consumerism, consumers are shifting towards
sustainable consumption with the rising demand of green products. Despite consumers' …

Due to eco-sustainable marketing practices, customer consciousness has increased the use
of eco-sustainable goods in India. This provides new opportunities for businesses and …

Based on the Theory of Planned Behavior model, this exploratory study aims to examine
factors fostering millennials' purchasing intentions toward eco-sustainable products in …

This study aims to identify the key antecedents that influence young Indian consumers'
environmental attitudes, which indirectly affect their green purchasing behavior. A model is …

Examining the role of consumer lifestyles on ecological behavior among young Indian
consumers | Emerald Insight Books and journals Case studies Expert Briefings Open …

This exploratory study examines the factors that promote green purchasing intentions and
understand the differences between the two generations, such as millennial and …

Role of religiosity in purchase of green products by Muslim students: Empirical evidences from
India | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims
to examine factors exploring the green purchasing behavior of south Indian shoppers. The …

Purpose The purpose of this paper is to identify the relevant antecedents of willingness of
Indian consumers to pay a premium for green products and empirically validate the …

Purpose From the last few decades, environmental issues have become a global concern.
Consumption activities are given much attention in the marketing literature, whenever the …