Green consumption is emerging in developing economies, attracting businesses and academia. As environmental degradation continues, consumers are more interested in green products. However, research indicates an inconsistency between consumer attitudes and their actual purchasing behaviour concerning green products. The study aims to investigate consumption behaviour towards green products by augmenting the theory of planned behaviour with environmental consciousness. Data for the study were gathered from 410 consumers using the cluster sampling technique, conducted at retail stores selling green products in a developing country. The analysis was conducted using covariance-based structural equation modelling. The results show that environmental consciousness significantly impacts consumers’ intention to buy green products, with attitudes towards green products being a more powerful factor than subjective norms. Additionally, the study indicates that consumers’ intention to purchase green products positively affects their actual green buying behaviour. However, environmental consciousness and attitude towards green products did not significantly influence green purchase behaviour. The study contributes to the literature by incorporating environmental consciousness factors within the theory of planned behaviour framework, influencing consumers’ positive intentions to purchase green products. Furthermore, the study provides practical suggestions for green marketers to advocate environmental consciousness among consumers, aiming to influence and shape their future purchasing decisions. This can be encouraged through investments in activities that raise environmental awareness, including communication programmes designed to instil green values, enhance environmental knowledge and integrate environmental concerns. The study concludes by outlining the limitations and potential avenues for future research.
Vishal Kumar Laheri (2026) studied this question.