Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

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Consumer Behavior towards Sustainable Products

Authors
Aradhana Sorout1, *, N. P. Singh2
1School of Business Management and Commerce, MVN University, Palwal, Haryana, India
2School of Business Management and Commerce, MVN University, Palwal, Haryana, India
*Corresponding author. Email: aradhana.sorout@mvn.edu.in Email: Aradhanasorout01@gmail.com
Corresponding Author
Aradhana Sorout
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_4How to use a DOI?
Keywords
Green purchase intention (GPI); Eco-friendly products; sustainable behavior; green consumption; PLS-SEM
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_4How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aradhana Sorout
AU  - N. P. Singh
PY  - 2026
DA  - 2026/03/10
TI  - Consumer Behavior towards Sustainable Products
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 43
EP  - 53
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_4
DO  - 10.2991/978-94-6239-608-1_4
ID  - Sorout2026
ER  -