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This study aims to examine the influence of consumer-level psychological factors like affordability, availability, awareness and apprehension on green purchase behaviour among Indian Millennials while buying fast-moving consumer goods. 651 responses were analyzed on SmartPLS 4, and was it found that affordability, awareness and availability had a significant positive impact on green purchase behaviour, while apprehension did not show any significant impact. To increase green purchase behaviour, managers should make eco-friendly products affordable and widely available while promoting consumer awareness. As per the results, addressing consumer apprehension is not a significant factor in influencing green purchase behaviour, which indicates that managers need not worry much about addressing consumer fears while promoting green products. Though the study found no significant difference in green purchase behaviour between genders; education, occupation and income groups showed significant differences in purchase behaviour. This nuanced understanding offers companies and marketers a foundation to craft targeted marketing strategies aimed at encouraging the Indian Millennials to choose sustainable options in their consumer habits.
Mishra et al. (Sun,) studied this question.