In his regions like Jharkhand, India, sustainable consumerism would theoretically support the environment, but the focus on green products is missing. This study explores a range of barriers to sustainable consumer behaviour from both a behavioural and a socioeconomic standpoint. A green attitude is new to many while the pervading social unacceptability forces many consumers in Jharkhand to resist green marketing efforts, illustrating prevailing gaps in attitude-behavior relative to environmentally friendly products. Consequently, these mental, economic, social, and infrastructural barriers, when resolved one by one, shine the light upon the complex constructs of driving green consumption patterns. Hence price sensitivity, product availability, awareness of environmental benefits, social norms, and innovation/benefits of new product adoption were found to dampen sustainable consumption. Various methodologies have been employed to address this issue, such as consumers, surveys, sustainability behaviour experiments at a metro station, and socio-economic profiling of the issue at hand by gaze over different demographic segments. A primary point of discussion was how the myriads of barriers to sustainable consumption pivot on the orientation of income groups, educational levels, and geographical dimensions vis-a-vis critical stimuli to specific age groups. Finally, the research offers policy, marketing, and environmental activist intervention in improving sustainable consumption in an emerging economy.
Aishwaryamayee et al. (Fri,) studied this question.