American International Journal of Research and Innovation

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Green Consumerism and Willingness to Purchase Sustainable Products

Author(s) S. Vaithianathan
Country United States
Abstract Growing environmental concerns, climate-related challenges, and increasing awareness of ecological responsibility have significantly influenced consumer attitudes toward sustainable products. Green consumerism has emerged as an important behavioural phenomenon that reflects consumers’ willingness to consider environmental consequences while making purchasing decisions. Sustainable products, including eco-friendly goods, renewable-resource-based products, energy-efficient technologies, and ethically produced commodities, are increasingly becoming relevant in modern markets. However, despite rising environmental awareness, a considerable gap continues to exist between consumers’ positive attitudes toward sustainability and their actual purchase behaviour.
This study examines the relationship between green consumerism and consumers’ willingness to purchase sustainable products. The research explores how environmental awareness, perceived product value, trust in green claims, social influence, and sustainability consciousness affect purchasing intentions. A conceptual research approach is adopted through the analysis of existing literature related to sustainable marketing, consumer psychology, environmental behaviour, and responsible consumption. The findings indicate that green consumerism positively influences sustainable purchase intentions, but factors such as price sensitivity, limited availability, and lack of credible information may reduce consumer conversion from intention to actual buying behaviour.
The study contributes to sustainable marketing and consumer behaviour literature by highlighting the importance of transparent communication, consumer education, and authentic environmental practices. The findings provide valuable implications for businesses, policymakers, and sustainability advocates seeking to encourage environmentally responsible consumption patterns.
Keywords Green Consumerism, Sustainable Products, Consumer Behaviour, Environmental Awareness, Green Marketing, Purchase Intention, Sustainable Consumption
Field Engineering
Published In Volume 2, Issue 3, May-June 2020
Published On 2020-06-28
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