Green consumption and sustainable lifestyle: Evidence from India

Kennedy, Rosa io Flo ence; Susaina han, Sahayasel i; Geo ge, Hesil Je da;
Pa ayi am, Sa yana ayana
A icle
G een consump ion and sus ainable li es yle: E idence
om India
Adminis a i e Sciences
P o ided in Coope a ion wi h:
MDPI – Mul idisciplina y Digi al Publishing Ins i u e, Basel
Sugges ed Ci a ion: Kennedy, Rosa io Flo ence; Susaina han, Sahayasel i; Geo ge, Hesil Je da;
Pa ayi am, Sa yana ayana (2024) : G een consump ion and sus ainable li es yle: E idence om
India, Adminis a i e Sciences, ISSN 2076-3387, MDPI, Basel, Vol. 14, Iss. 10, pp. 1-21,
h ps://doi.o g/10.3390/admsci14100262
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Ci a ion: Kennedy, Rosa io Flo ence,
Sahayasel i Susaina han, Hesil Je da
Geo ge, and Sa yana ayana
Pa ayi am. 2024. G een Consump ion
and Sus ainable Li es yle: E idence
om India. Adminis a i e Sciences 14:
262. h ps://doi.o g/10.3390/admsci
14100262
Recei ed: 11 Sep embe 2024
Re ised: 10 Oc obe 2024
Accep ed: 14 Oc obe 2024
Published: 17 Oc obe 2024
Copy igh : © 2024 by he au ho s.
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adminis a i e
sciences
A icle
G een Consump ion and Sus ainable Li es yle: E idence
om India
Rosa io Flo ence Kennedy 1, Sahayasel i Susaina han 1, Hesil Je da Geo ge 1and Sa yana ayana Pa ayi am 2,*
1Holy C oss College (Au onomous), Nage coil (A ilia ed o Manonmaniam Sunda ana Uni e si y,
Ti unel eli), Ti unel eli 627012, Tamil Nadu, India; [email p o ec ed] (R.F.K.);
[email p o ec ed] (S.S.); hesilje [email p o ec ed] (H.J.G.)
2Cha l on College o Business, Uni e si y o Massachuse s Da mou h, 285 Old Wes po Road,
No h Da mou h, MA 02747, USA
*Co espondence: [email p o ec ed]
Abs ac : This s udy aims o comp ehensi ely in es iga e he impac o g een consump ion on
adop ing a sus ainable li es yle. Based on he heo y o planned beha io (TPB), a simple concep ual
model is de eloped, and hypo hesized ela ionships a e es ed in he con ex o a de eloping coun y—
India. Using p opo iona e s a i ied andom sampling, da a we e collec ed om 422 esponden s
om i e dis ic s in Tamil Nadu, sou he n India. Fi s , he psychome ic p ope ies o he su ey
ins umen we e es ed by PLS-SEM, and hypo heses we e es ed using pa h analysis. The indings
show ha (i) g een p oduc li e acy (GPL) is no associa ed wi h g een p oduc pu chase a i ude
(GPPA), (ii) g een p oduc o ien a ion (GPO) is posi i ely ela ed o GPA, and (iii) social in luence is
posi i ely associa ed wi h GPA. The esul s also indica e ha GPA is a p ecu so o g een pu chase
beha io (GPB), esul ing in a sus ainable li es yle. This s udy ound ha social in luence s eng hens
he posi i e e ec o GPO on GPPA. F om a p ac ical s andpoin , his s udy can p o ide aluable
insigh s o policymake s, businesses, and o ganiza ions aiming o p omo e sus ainable li es yles
by encou aging g een consump ion. As wi h any su ey esea ch, common me hod and social
desi abili y biases can be signi ican limi a ions. Howe e , e e y e o has been made o minimize
hese biases. To he bes o ou knowledge, he concep ual model is de eloped and es ed o he i s
ime, pa icula ly in he con ex o a de eloping coun y—India. Thus, his s udy makes a unique
con ibu ion o he li e a u e on sus ainabili y.
Keywo ds: g een consump ion; sus ainable li es yle; g een pu chase beha io ; g een pu chase
a i ude
1. In oduc ion
Sus ainabili y, sus ainable p oduc ion, and sus ainable consump ion ha e become
household names o e he las wo decades (Bonini and Oppenheim 2008;Chen e al. 2022;
Guillen-Royo 2019;Shen e al. 2021;Shimul e al. 2021;Sun e al. 2021;Lubowiecki-Vikuk
e al. 2021). Conside ing he as a e a which he global en i onmen deg ades, go e n-
men s wo ldwide ha e emphasized p o-en i onmen al beha io (Ko mos and Gi o d
2014;Lisboa e al. 2022;Olsen e al. 2014). As a esul , he e is a moun ain o s udies
on sus ainabili y, and academic schola s ha e been de o ed subs an ial space in jou nals
ela ed o he en i onmen and sus ainabili y (Tenca i e al. 2016;Weli i a e al. 2015;Young
2010). The e has been a g owing moun ain o esea ch in a ious ields (e.g., g een human
esou ce managemen , g een ma ke ing, g een consump ion, cleane p oduc ion, was e
managemen , e c.) wo ldwide including India. Acco ding o ecen epo (Minhas 2023),
he ma ke size o o ganic p oduc consump ion in India is es ima ed o be USD 762 million
in 2025. Economic g ow h, inc eased pu chasing powe , and g owing heal h consciousness
a e he c ucial ac o s ha ha e esul ed in he inc eased p oduc ion and consump ion
o o ganic p oduc s in India. A ela i ely ecen s udy epo ed ha he die a y choices
Adm. Sci. 2024,14, 262. h ps://doi.o g/10.3390/admsci14100262 h ps://www.mdpi.com/jou nal/admsci
Adm. Sci. 2024,14, 262 2 o 21
o Indian consume s ha e adically changed o he consump ion o heal hie ood han
in he pas (Ki mani e al. 2022;P akash and Pa hak 2017). Ea ly schola s a gued ha
e hical ade is a c i ical componen o li elihood sus ainabili y (Padel and Fos e 2005),
and o e he pas wo decades, sus ainable consump ion has a ac ed a en ion wo ld-
wide. As consume decisions a ec socie y and he en i onmen (Bonini and Oppenheim
2008), consume s’ a i ude owa ds g een p oduc ion consump ion plays a i al ole in
p o ec ing he en i onmen . As g een consume ism is gaining wide cu ency (Sachde a
e al. 2015), and consume s a e awa e o he a ailabili y o g een p oduc s, sus ainable
consump ion has become he o de o he day. Some s udies documen ed ha consume
li e acy ega ding a ailable g een p oduc s and hei bene i s is mo e likely o change
consume beha io owa d g een pu chasing habi s (Bissing-Olson e al. 2016;Cas ellacci
and T ei o 2018;Lee 2008a). Fu he , Fo bes epo ed ha o e 87 pe cen o consume s
will ha e a posi i e image o companies ha p oduce and supply en i onmen ally iendly
p oduc s (Bu le 2018). As documen ed by p e ious esea che s, companies encou age
consume s o engage in sus ainable consump ion by making g een p oduc s a ailable o
hem (Ramayah e al. 2010).
This pape is ocused on consume beha io owa ds g een p oduc s, pa icula ly
wi h e e ence o he la ges democ a ic coun y, India. The s udies conduc ed wo ldwide
ha e ocused on g een p oduc li e acy, g een p oduc in en ion, and beha io . In India
oo he ocus has been on sus ainable consump ion. G een p oduc s gene ally e e o
en i onmen ally iendly p oduc s wi h minimal en i onmen al impac (D’Souza e al.
2006). I was ound ha consume s’ shopping habi s ha e changed in a o o g eene and
ecologically iendly p oduc s because o he awa eness o he impo ance o p o ec ing
he en i onmen (Dung e al. 2013). Companies also ealize ha pu suing en i onmen ally
iendly s a egies has a posi i e e ec on pe o mance (Danso e al. 2019), and consume s
show a p e e ence o p oduc s ha do no cause ha m o he en i onmen . En i onmen ally
conscious consume s a e willing o pay a highe p ice o g een p oduc s (Rehman e al.
2014). Though he li e a u e on g een consump ion is exhaus i e (B own and Kasse
2005;Ve ho s ad e al. 2016;Kim and S epchenko a 2019;Lee e al. 2021;Liobikien
˙
e and
Poškus 2019), he esea ch has been sca e ed. S udies ela ing sus ainable consump ion o
sus ainable li es yle a e spa se, and li le is known abou he ela ionships be ween li e acy,
o ien a ion, a i udes, beha io , and sus ainable consump ion.
Fu he , he e need o be mo e s udies in es iga ing how social in luence impac s
consume s’ a i udes owa d pu chasing g een p oduc s. This s udy aims o b idge he
gap by explo ing he a i ude–beha io –sus ainable li es yle ela ionship by ocusing on
g een pu chase li e acy and o ien a ion as an eceden s o a i ude and social in luence as a
mode a ing a iable. Mo e speci ically, his s udy a emp s o ind answe s o he ollowing
esea ch ques ions (RQs):
RQ1: How do g een pu chase li e acy, o ien a ion, and social in luence a ec g een p oduc
pu chase a i udes?
RQ2: How does GPPA a ec GPPB?
RQ3: How does GPPB in luence a sus ainable li es yle?
RQ4: How does social in luence mode a e be ween g een pu chase li e acy, g een pu chase
o ien a ion, and GPPA?
2. Li e a u e Re iew and Va iables in This S udy
Va iables in This S udy
We cons uc ed a concep ual amewo k based on six a iables: g een p oduc li e acy
(GPL), g een p oduc o ien a ion (GPO), social in luence, g een p oduc pu chase a i ude
(GPPA), g een p oduc pu chase beha io (GPPB), and sus ainable li es yle.
G een P oduc Li e acy (GPL)
GPL is conce ned wi h knowledge abou he ecosys em’s na u al, en i onmen ally
iendly p oduc s (Kim and S epchenko a 2019). Consume li e acy ega ding g een p od-
uc s may p o oundly in luence he a i ude owa d pu chasing en i onmen ally iendly
Adm. Sci. 2024,14, 262 3 o 21
p oduc s (Joshi and Rahman 2015). Fo example, Biswas (2020) epo ed ha consume s’
a i udes owa d pu chasing en i onmen ally iendly p oduc s may be e lec ed in hei
knowledge, which aligns wi h o he s udies (Liobikien˙
e and Poškus 2019).
G een Pu chase O ien a ion (GPO)
GPO e e s o he ex en o which an indi idual exp esses eeling o p oduc s ha a e
no haza dous o he en i onmen . These include na u al p oduc s ha a e heal hy and
en i onmen ally iendly. Fo example, people who show a s ong connec ion o he na u al
wo ld— he biosphe e (li hosphe e, hyd osphe e, and a mosphe e)— end o shy away om
p oduc s ha cause ha m o o he li ing beings (Lee e al. 2021) and skew owa d buying
g een p oduc s which a e heal hy and also p o ec he en i onmen om deg ada ion.
Social In luence
Socie y, consis ing o indi iduals, g oups, and o ganiza ions, plays a signi ican ole
in shaping consume beha io . Social in luence e e s o how people al e hei iews o
accommoda e beha io al in en ions ela ed o p oduc consump ion (Chen e al. 2022). Fol-
lowing he subjec i e no ms o TPB, consume s’ p oduc p e e ences a e impac ed by social
in luence (Lee 2008a). Some ea lie schola s epo ed ha consume s’ pu chases e lec
social pe cep ions (Shen e al. 2021). Fu he , indi iduals c ea e hei social iden i ies (Ozaki
and Se as yano a 2011), and o main ain hei s a us as membe s, hey need o con o m o
he g oup no ms. Fo example, when a social g oup alues he en i onmen (G ie and
Deshpandé2001), i is mo e likely ha he g oup membe s will con inue pu chasing g een
p oduc s o con i m he g oup’s expec a ions. G owing en i onmen al conce n p omp s
indi iduals o bene i om a p o-social epu a ion and p es ige (G iske icius e al. 2010).
G een P oduc Pu chase A i ude (GPPA)
Acco ding o he TPB, a i ude is a p ecu so o beha io ; he g een pu chase a i ude
is an an eceden o beha io and he esul ing consump ion. GPPA is ela ed o consume s’
a i udes owa d pu chasing and consuming g een p oduc s ha posi i ely a ec he en i-
onmen and humans (Nguyen e al. 2019). GPPA depends on an indi idual’s psychological
e alua ion o how he p oduc s p o ec he en i onmen om deg ada ion (Lee 2008b;Sun
e al. 2021). The consume s’ esponsibili y owa d a sus ainable en i onmen is a d i ing
o ce in exhibi ing an a i ude owa d pu chasing g een p oduc s (Lubowiecki-Vikuk e al.
2021). Resea che s in he pas documen ed ha cus ome a i udes a e he key me ic o
p edic ing an indi idual’s beha io ega ding he consump ion o g een p oduc s (Kim
and Han 2010).
G een P oduc Pu chase Beha io (GPPB)
GPPB is how consume s p e e pu chasing g een p oduc s o main ain ecological
sus ainabili y (Masod and Chin 2014). The consume ’s beha io e lec ed in sus ainable
consump ion h ough g een p oduc s is e e ed o as GPPB (Wang e al. 2020). Some o he
la es s udies ha e epo ed ha consume s end o buy p oduc s cha ac e ized by g een
packaging (Kamboj and Kisho 2022). Some p e ious s udies ha e epo ed he posi i e
e ec o g een ci izenship beha io on sus ainabili y (No on e al. 2015;Pham e al. 2019).
Sus ainable Li es yle
A sus ainable li es yle is ela ed o an indi idual’s desi e o consume p oduc s and
se ices conduci e o psychological well-being and sus ainabili y a he han an inc ease
in ma e ial consump ion ha ha ms he sel and he en i onmen (Jackson 2009). A
sus ainable li es yle is e lec ed in he buying habi s o consume s. Though he me hods
o assessing a sus ainable li es yle di e ac oss schola s, some con end ha he ecological
oo p in o household consump ion may be used o assess consume beha io ega ding
sus ainable consump ion (B own and Kasse 2005;Ve ho s ad e al. 2016). The consensus
is ha a sus ainable li es yle la gely depends on he consume s’ willingness o pa icipa e
in sus ainable consump ion pa e ns (Ande sson e al. 2013). Kasse (2017) poin ed ou
ha people di e in sus ainable consump ion p ac ices, as some adop ‘s ong’ p ac ices,
whe eas o he s adop ‘ligh ’ p ac ices.
Adm. Sci. 2024,14, 262 4 o 21
3. Theo e ical Unde pinnings and Concep ual Model
The heo y o planned beha io (TPB) (Ajzen 1991), which is an ex ension o he heo y
o easoned ac ion (TRA) (Ajzen and Fishbein 1977), p o ides heo e ical unde pinnings
o his esea ch. The basic ene o he TPB is ha a i udes in luence in en ions, which in
u n in luence an indi idual’s beha io . Fu he , he subjec i e no ms, which a e ela ed o
he pe cep ion o he indi idual’s beha io by o he s, dic a e whe he an indi idual should
engage in such beha io (Ajzen 1991). The subjec i e no ms condi ion a beha io because
an indi idual engages in beha io only when and i o he s app o e o such beha io s
(Ajzen 2002). Resea che s ha e applied he TPB o explain consume beha io in a wide
a ie y o se ings (A ola e al. 2008;Lee and Yun 2015;Ta kiainen and Sundq is 2005;
Wu and Chen 2014;Yada and Pa hak 2016).
D awing om he TPB, we concep ualize ha a i udes p ecede g een consume be-
ha io , which depends on g een p oduc awa eness, li e acy, and o ien a ion. This s udy
exp esses subjec i e no ms e lec ed in socie al conce ns o p o ec ing he en i onmen
h ough social in luence. As subjec i e no ms condi ion an indi idual’s beha io , indi id-
uals end o exhibi g een pu chase beha io h ough social in luence. Thus, we adop
a ious componen s o he TPB in explaining he g een pu chase a i ude and beha io
aimed a p o ec ing he en i onmen om deg ada ion (Bambe g and Möse 2007;Kamboj
and Kisho 2022;Ramayah e al. 2010). In addi ion, his heo y aims o in es iga e he e ec
o g een pu chase beha io on a sus ainable li es yle.
Based on he TPB, his s udy aims o explo e he ela ionships be ween he a iables
s a ed in he concep ual model p esen ed in Figu e 1.
Adm.Sci.2024,14,xFORPEERREVIEW4o 21


assessingasus ainableli es yledi e ac ossschola s,somecon end ha  heecological
oo p in o householdconsump ionmaybeused oassessconsume beha io  ega ding
sus ainableconsump ion(B ownandKasse 2005;Ve ho s ad e al.2016).Theconsensus
is ha asus ainableli es ylela gelydependson heconsume s’willingness opa icipa e
insus ainableconsump ionpa e ns(Ande ssone al.2013).Kasse (2017)poin edou 
ha peopledi e insus ainableconsump ionp ac ices,assomeadop ‘s ong’p ac ices,
whe easo he sadop ‘ligh ’p ac ices.
3.Theo e icalUnde pinningsandConcep ualModel
The heo yo plannedbeha io (TPB)(Ajzen1991),whichisanex ensiono  he he‐
o yo  easonedac ion(TRA)(AjzenandFishbein1977),p o ides heo e icalunde pin‐
nings o  his esea ch.Thebasic ene o  heTPBis ha a i udesin luencein en ions,
whichin u nin luenceanindi idual’sbeha io .Fu he , hesubjec i eno ms,whicha e
ela ed o hepe cep iono  heindi idual’sbeha io byo he s,dic a ewhe he anindi‐
idualshouldengageinsuchbeha io (Ajzen1991).Thesubjec i eno mscondi iona
beha io becauseanindi idualengagesinbeha io onlywhenandi o he sapp o eo 
suchbeha io s(Ajzen2002).Resea che sha eapplied heTPB oexplainconsume be‐
ha io inawide a ie yo se ings(A olae al.2008;LeeandYun2015;Ta kiainenand
Sundq is 2005;WuandChen2014;Yada andPa hak2016).
D awing om heTPB,weconcep ualize ha a i udesp ecedeg eenconsume be‐
ha io ,whichdependsong eenp oduc awa eness,li e acy,ando ien a ion.Thiss udy
exp essessubjec i eno ms e lec edinsocie alconce ns o p o ec ing heen i onmen 
h oughsocialin luence.Assubjec i eno mscondi ionanindi idual’sbeha io ,indi id‐
uals end oexhibi g eenpu chasebeha io  h oughsocialin luence.Thus,weadop 
a iouscomponen so  heTPBinexplaining heg eenpu chasea i udeandbeha io 
aimeda p o ec ing heen i onmen  omdeg ada ion(Bambe gandMose 2007;Kam‐
bojandKisho 2022;Ramayahe al.2010).Inaddi ion, his heo yaims oin es iga e he
e ec o g eenpu chasebeha io onasus ainableli es yle.
Basedon heTPB, hiss udyaims oexplo e he ela ionshipsbe ween he a iables
s a edin heconcep ualmodelp esen edinFigu e1.

Figu e1.Theconcep ualmodel.
3.1.Hypo hesesDe elopmen 
3.1.1.GPLandGPPA
The ela ionshipbe weeng eenp oduc li e acyanda i udes owa dsg eenp od‐
uc shasbeenexaminedbyp e ious esea che s(CheahandPhau2011;KimandS ep‐
chenko a2019;Shimule al.2021).Anindi idual’sawa enessandin o ma ionabou  he
en i onmen andna u alg eenp oduc sa emo elikely oin luence hei a i ude owa d
g eenp oduc s.Inas udyon256consume s omAus alia, esea che s ound ha g een
p oduc li e acyhasaposi i eimpac on heg eenpu chasea i udeo consume s(Cheah
andPhau2011).Shimule al.(2021)alsop o idedempi icaljus i ica ion o  heimpac o 
Figu e 1. The concep ual model.
3.1. Hypo heses De elopmen
3.1.1. GPL and GPPA
The ela ionship be ween g een p oduc li e acy and a i udes owa ds g een p oduc s
has been examined by p e ious esea che s (Cheah and Phau 2011;Kim and S epchenko a
2019;Shimul e al. 2021). An indi idual’s awa eness and in o ma ion abou he en i-
onmen and na u al g een p oduc s a e mo e likely o in luence hei a i ude owa d
g een p oduc s. In a s udy on 256 consume s om Aus alia, esea che s ound ha g een
p oduc li e acy has a posi i e impac on he g een pu chase a i ude o consume s (Cheah
and Phau 2011). Shimul e al. (2021) also p o ided empi ical jus i ica ion o he impac
o li e acy on a i udes owa ds g een p oduc s. In one o he ecen s udies, Dhi e al.
(2021) documen ed he impo ance o en i onmen al li e acy in changing he a i ude and
beha io o indi iduals owa ds g een p oduc s. People who a e mo e knowledgeable
abou en i onmen ally iendly p oduc s end o ha e a g ea e app ecia ion o he bene i s
o hese p oduc s and, he e o e, a e mo e likely o ha e a posi i e a i ude owa ds hem
(Biswas 2020;Ve mei e al. 2020). They unde s and hese p oduc s’ alue and posi i e
en i onmen al impac and a e willing o pay mo e o hem. Thus, he ollowing hypo hesis
is p oposed:
H1: GPL is posi i ely and signi ican ly ela ed o GPPA.

Adm. Sci. 2024,14, 262 5 o 21
3.1.2. GPO and GPPA
Se e al esea che s in he pas ha e documen ed a posi i e associa ion be ween o i-
en a ion and a i ude owa d g een p oduc s (Amin e al. 2020;Paswan e al. 2017;Sony
and Fe guson 2017;Wick amasinghe 2019). The GPOs o consume s a e mo e likely o
inc ease hei eelings abou g een p oduc s (Elias 2020;Yu and Huo 2019). Since consume s’
o ien a ion is ela ed o a i udes owa d g een p oduc s, se e al companies ha e ocused
on p oducing g een p oduc s and ound ha en i onmen al o ien a ion inc eases pe o -
mance (Danso e al. 2019;San a e al. 2021;Wick amasinghe 2019). Consume o ien a ion
is a signi ican p edic o o a i ude, p omp ing companies o emphasize g een p oduc
de elopmen and manu ac u ing. Based on he a ailable empi ical e idence and logical
a gumen s, he ollowing hypo hesis is p oposed:
H2: GPO is posi i ely and signi ican ly ela ed o a g een pu chase a i ude.
3.1.3. Social In luence and GPPA
The pe cei ed social p essu e ha a ec s an indi idual’s a i udes is equen ly ans-
o med by social in luence (Ajzen 1991). In he p esen day o social media, indi iduals a e
mo e likely o be in luenced by communica ion be ween he membe s abou he impo ance
a ached o en i onmen al p o ec ion. Empi ical e idence suppo s he social in luence
on consume s’ a i udes owa d g een p oduc s (Chen e al. 2021;Ojo and Fauzi 2020).
The ex an ma ke ing li e a u e has epo ed he in luence o social media and ne wo king
on consume beha io (Koe and Chung 2014;Tjok osapu o and Cokki 2019;Va shneya
e al. 2017). Se e al o he schola s also epo ed a posi i e e ec o socie al impac on he
a i ude o indi iduals owa d en i onmen ally iendly p oduc s (Koe and Chung 2014;
Yılmaz and Anaso i 2021). Following he TPB, he social in luence (subjec i e no ms) on
indi iduals plays a signi ican ole in hei a i udes and beha io owa ds g een p oduc s
(An e al. 2021). The e o e, a ple ho a o s udies epo ed he in luence o social g oups on
consume beha io , and indi iduals end o con o m o socie al no ms and ollow o he
g oup membe s who subsc ibe o g een pu chasing. Thus, based on he abo e a gumen s,
he ollowing hypo hesis is p oposed:
H3: Social in luence is posi i ely and signi ican ly ela ed o GPPA.
3.1.4. GPPA and GPPB
Acco ding o he TPB, a i ude is a p ecu so o beha io (Ajzen 1991). Se e al schola s
ha e empi ically ound a posi i e associa ion be ween GPPA and GPPB (Dabija e al. 2018;
Ogiemwonyi and Ha un 2020). En i onmen al p o ec ion and g owing heal h conscious-
ness among consume s p omp hem o p e e heal hy o ganic p oduc s and wellness, and
consume -changing li es yles signi ican ly impac he pu chase decisions o g een p oduc s
(C o on e al. 2013;Quah and Tan 2009). Indi iduals wi h a posi i e a i ude owa ds
g een p oduc s a e also mo e likely o pe cei e en i onmen al bene i s and be mo i a ed
o pu chase and consume g een p oduc s. Based on he a ailable abundance o empi ical
e idence (Chen e al. 2022;Nguyen e al. 2019;Ve mei e al. 2020), he ollowing hypo hesis
is o mula ed:
H4: GPPA is posi i ely and signi ican ly ela ed o GPPB.
3.1.5. GPPB and Sus ainable Li es yle
A sus ainable li es yle is conce ned wi h main aining ha mony wi h socie y, he econ-
omy, and he en i onmen . When consume s buy g een p oduc s, he beha io aligns
wi h sus ainable consump ion, a signi ican componen o a sus ainable li es yle. Va ious
en i onmen al and heal h- ela ed p ac ices esul in a sus ainable li es yle (Co al Ve dugo
2012). In a ecen ly conduc ed sys ema ic e iew o g een pu chase beha io , Zhang and
Adm. Sci. 2024,14, 262 6 o 21
Dong (2020) ound a posi i e associa ion be ween g een consump ion and sus ainable
consump ion. Recen esea ch has epo ed ha millennials a e adop ing g een pu chase
beha io s aimed a p o ec ing he en i onmen , leading o sus ainable consump ion (Ali
e al. 2023). Indi iduals who engage in g een pu chase beha io , ac i ely choosing en i-
onmen ally iendly p oduc s, a e likelie o exhibi beha io s and choices aligned wi h a
sus ainable li es yle (Gie szewska and Se e ny 2019). Though he esea ch depic ing he
associa ion o beha io wi h sus ainable consump ion is exhaus i e, ha dly any s udies
ha e in es iga ed he e ec o beha io on a sus ainable li es yle. The e o e, we o e he
ollowing explo a o y hypo hesis:
H5: G een pu chase beha io is posi i ely and signi ican ly ela ed o a sus ainable li es yle.
3.1.6. Social In luence as a Mode a o
Social in luence, in addi ion o di ec ly impac ing GPPA, may change he s eng h
o he ela ionship be ween (i) GPL and GPPA and (ii) GPL and GPPA. While GPL can
po en ially inc ease he GPPA, he in luence socie y (e.g., social ne wo king) may ha e
on indi iduals u he s eng hens he ela ionship. As poin ed ou ea lie , indi iduals
may al e hei beha io ollowing social no ms (Lee 2008a;Shen e al. 2021), and li e acy
ega ding g een p oduc s may in e ac wi h he social in luence o signi ican ly impac an
indi idual’s a i ude owa ds g een p oduc s. While he con i ma ion o he g oup no ms
is one eason, e aining membe ship wi h g oups ha gi e weigh age o he en i onmen
mo i a es indi iduals o change hei a i ude in a o o he g een pu chase o p oduc s
and se ices.
Fu he , an indi idual’s o ien a ion owa ds g een p oduc s, in addi ion o ha ing
a posi i e e ec on hei a i ude owa ds g een pu chases, may in e ac wi h social in-
luence o s eng hen he posi i e e ec (G ie and Deshpandé2001;G iske icius e al.
2010). Though p e ious s udies did no in es iga e social in luence as a mode a o in
he ela ionship be ween g een p oduc li e acy and o ien a ion and a i ude, i will be
in e es ing o explo e such a ela ionship (Chen e al. 2022). The e o e, based on he di ec
ela ionships, we o e he ollowing explo a o y mode a ion hypo heses:
H1a: Social in luence mode a es he ela ionship be ween GPL and GPPA such ha a highe le els
o social in luence, he ela ionship be ween GPL and GPPA becomes s onge .
H2a: Social in luence mode a es he ela ionship be ween GPO and GPPA such ha a highe le els
o social in luence, he ela ionship be ween GPO and GPPA becomes s onge .
4. Ma e ials and Me hods
4.1. Sample
To es he hypo hesized ela ionships, we collec ed da a om esponden s om i e
dis ic s in Tamil Nadu, he sou he n pa o India. Though India is he la ges coun y in
e ms o popula ion, he demog aphic cha ac e is ics o he popula ion a e simila ac oss
a ious pa s o he coun y. We collec ed esponden s om Tamil Nadu because o he
p oximi y o he esea che s. Since no ema kable di e ences exis wi h ega d o he
cul u al alues and consump ion habi s o people h oughou he coun y, a sample om
any pa o he coun y will be a ep esen a i e sample. A su ey ins umen was p epa ed,
and a p opo iona e s a i ied andom sampling echnique was used o collec da a. The
da a collec ion s a ed in Ma ch and was comple ed by he end o May 2023. In all, we
ecei ed 422 su eys ha we e comple e. The sample size exceeds he minimum o 382
when he popula ion is o e 100,000 (K ejcie and Mo gan 1970), and esea che s el sa is ied
wi h he o al numbe o esponden s. To es o non- esponse bias, he esea che s es ed
he i s se en y- i e esponden s wi h he las se en y- i e esponden s and ound no
s a is ical di e ence be ween hese wo g oups.
Adm. Sci. 2024,14, 262 7 o 21
4.2. Demog aphic P o ile
The sample consis ed o 166 (39.3%) males and 256 (60.7%) emales. Mos o he
esponden s we e in he age g oup o 26–30 yea s (78; 45.1%). The socio-economic s a us o
esponden s is p esen ed in Table 1.
Table 1. Demog aphic p o ile o he esponden s.
Ca ego y P o ile To al Numbe Pe cen age
Gende Male 166 39.3
Female 256 60.7
Age
16–20 44 10.4
21–25 64 15.2
26–30 78 18.5
31–35 76 18.0
36–40 35 8.3
41–45 22 5.2
46–50 34 8.1
>50 and abo e 69 16.4
Educa ion quali ica ions
P ima y 27 6.4
Seconda y 35 8.3
Highe seconda y 29 6.9
Unde g adua e 141 33.4
Pos g adua e 129 30.6
P o essional 54 12.8
Technical 7 1.7
Annual sala y
Less han INR 250,000 (USD 3000) 215 50.9
INR 250,000–INR 500,000 (USD 3000–USD 6000) 88 20.9
INR 500,000–INR 750,000 (USD 6000–USD 9000) 39 9.2
INR 750,000–INR 1,000,000 (USD 9000–USD 12,000) 30 7.1
INR 1,000,000–INR 1,250,000 (USD 12,000–USD 15,0000) 9 2.1
Mo e han INR 1,250,000 (USD 15,000) 41 9.7
Ma i al s a us
Ma ied 283 67.1
Unma ied 125 29.6
Di o ced 5 1.2
Widowed 9 2.1
Occupa ion
Go e nmen employees 34 8.1
P i a e employees 147 34.8
S uden s 112 26.5
Housewi e 68 16.1
Businesspe son 35 8.3
Re i ees 26 6.2
Numbe o membe s in
he amily
One 8 1.9
Two 30 7.1
Th ee 61 14.5
Fou 202 47.9
Fi e and mo e 121 28.7
Amoun spen on g een
p oduc s pe annum
Lowe han INR 25,000 (USD 300) 133 31.5
INR 25,000–INR 50,000 (USD 300–USD 600) 108 25.6
INR 50,000–INR 100,000 (USD 600–USD 1200) 76 18.0
INR 100,000–INR 200,000 (USD 1200–USD 2400) 49 11.6
Abo e INR 200,000 (USD 2400) 56 13.3
Adm. Sci. 2024,14, 262 8 o 21
Table 1. Con .
Ca ego y P o ile To al Numbe Pe cen age
Whe e do hey buy g een
p oduc s
Pha macy 18 4.3
Mall 30 7.1
Depa men al s o e 127 30.1
Local ma ke 177 41.9
Pe y shops 19 4.5
Online 46 10.9
P oducing ou sel es 5 1.2
How o en do hey
pu chase g een p oduc s
Daily 28 6.6
Weekly 160 37.9
Fo nigh ly 67 15.9
Mon hly 93 22.0
Ra ely 74 17.5
How many yea s since
hey bough g een
p oduc s
Pas 1 yea 83 19.7
1 o 3 yea s 96 22.7
3 o 5 yea s 99 23.5
Mo e han 5 yea s 144 34.1
How hey ecognize g een
p oduc s
Eco-label 117 27.7
Name 31 7.3
B and 75 17.8
Quali y 179 42.4
Package 20 4.8
4.3. Measu es
All cons uc s we e measu ed on a i e-poin Like scale (ancho ed as ‘1’ = ‘s ongly
disag ee’ and ‘5’ = ‘s ongly ag ee’). All he cons uc s along wi h indica o s and he sou ces
we e men ioned in Table 2.
Table 2. Con i ma o y Fac o Analysis.
Va iables Alpha S anda d Loading
(λyi)
Reliabili y
(λ2yi)
Va iance
(Va (εi))
Va iance-Ex ac ed
Es ima e
Σ(λ2yi)/[(λ2yi) +
(Va (εi))]
G een p oduc li e acy (Biswas 2020) 0.93 0.83
I am e y knowledgeable abou g een
p oduc ha p o ec s human heal h om
a ious diseases
0.86 0.74 0.26
I know how o selec g een p oduc s 0.93 0.86 0.14
I unde s and he g een symbols on p oduc
packages 0.93 0.86 0.14
All he p oduc s wi h g een ce i ica ion a e
en i onmen al- iendly 0.92 0.84 0.16
G een p oduc o ien a ion (Chen e al. 2022) 0.77 0.63
Human ac i i ies ha exploi na u al and
biological esou ces endange he
en i onmen
0.85 0.72 0.28
I conside he en i onmen al impac o my
ac ions when making many o my
consump ion decisions
0.77 0.59 0.41
I would desc ibe mysel as en i onmen ally
esponsible 0.77 0.59 0.41
Adm. Sci. 2024,14, 262 15 o 21
(Dhi e al. 2021). Second, he indings om his s udy p o ide s ong suppo o he
ela ionship be ween GPO and GPPA (Hypo hesis 2), which aligns wi h esul s om pas
s udies (Amin e al. 2020;Paswan e al. 2017;Sony and Fe guson 2017;Wick amasinghe
2019). The indings alida e he asse ion ha indi iduals wi h a highe GPO a e mo e
likely o exhibi posi i e a i udes owa d pu chasing g een p oduc s. Thi d, his s udy
empi ically suppo s he posi i e ela ionship be ween social in luence and GPPA (Hy-
po hesis 3). Se e al p e ious s udies om he li e a u e suppo ed he posi i e impac
o social in luence on he a i ude o consume s owa ds g een p oduc s (An e al. 2021;
Chen e al. 2021;Koe and Chung 2014;Yılmaz and Anaso i 2021). Unde s andably, an
indi idual’s beha io is in luenced by he opinions, pe cep ions, and ecommenda ions
o people a ound hem (e.g., iends, amily membe s, colleagues). Thus, social in luence
plays a signi ican ole in mo i a ing indi iduals owa ds making en i onmen ally iendly
pu chase decisions. The li e a u e e iew also e eals ha s udies conduc ed in o he
coun ies yielded simila esul s. Fo example, heal h consciousness, pu ely nu i ional
pe spec i es, and he pe cei ed alues o he consump ion o o ganic p oduc s we e he
majo ac o s in o ganic consump ion.
Fou h, he esul s suppo ha GPPA is a p ecu so o GPB (Hypo hesis 4). Following
he TRA, which asse s ha a i udes lead o beha io , indi iduals who exhibi high
a i udes owa d g een p oduc s a e mo e likely o ansla e hei a i udes in o beha io .
Some ea lie schola s also empi ically demons a ed he posi i e e ec o a i ude on
beha io conce ning sus ainable pu chasing (Chen e al. 2022;C o on e al. 2013;Dabija
e al. 2018;Nguyen e al. 2019;Ogiemwonyi and Ha un 2020;Ve mei e al. 2020). Fi h,
he posi i e associa ion o GPB wi h a sus ainable li es yle (Hypo hesis 5) aligns wi h
ea lie s udies (Ali e al. 2023;Gie szewska and Se e ny 2019). Conside ing he inc easing
impo ance o a sus ainable en i onmen , indi iduals mus lead sus ainable li es yles ha
socie y app ecia es. These esul s ei e a e he impo ance o shaping posi i e a i udes and
aligning hem wi h sus ainable beha io s, ul ima ely con ibu ing o he b oade goal o
en i onmen ally conscious consump ion. When ollowed by mos people in socie y, hey
con ibu e o sus ainable ways o li ing by p o ec ing he en i onmen om deg ada ion
(Gie szewska and Se e ny 2019).
Six h, he esul s did no suppo he mode a ing e ec o social in luence on he
ela ionship be ween GPL and GPPA (Hypo hesis 1a). In his s udy, we did no ind
ei he a di ec e ec o he li e a u e on he a i ude o an in e ac ion o social in luence
wi h li e acy on he a i ude. Se en h, he mode a ion e ec o social in luence in he
ela ionship be ween GPO and GPPA was suppo ed in his esea ch (Hypo hesis 2a).
Indi iduals a e hus mo e likely o be in luenced by hei iends and colleagues o change
hei a i ude owa ds g een pu chasing, especially when hey ha e an o ien a ion owa ds
g een beha io . The concep ual model is alida ed excep o he ela ionship be ween
li e acy and a i ude and he in e ac ion o li e acy and social in luence on a i ude.
6.1. Theo e ical Con ibu ions
D awing on he TPB, he esul s om he p esen s udy ha e se e al con ibu ions o
sus ainabili y and p o-en i onmen al beha io . Fi s , in he con ex o a hickly popula ed
de eloping coun y—India— his s udy indica es ha li e acy ega ding he bene i s o
g een pu chasing is necessa y bu inadequa e o os e an a i ude owa ds g een con-
sump ion. Second, he g een pu chase o ien a ion plays a signi ican ole in enhancing
he a i ude owa ds g een p oduc pu chases. Thi d, he e ec o social in luence on
an indi idual’s a i ude owa d g een pu chases is subs an ial. The e o e, opinions and
sugges ions om amily membe s, iends, pee s, and o he s play a i al ole in in luencing
he a i ude o indi iduals owa d g een pu chases and consump ion. Fou h, as p edic ed,
g een pu chase beha io is an an eceden o a sus ainable li es yle. Besides he sa is ac ion
om consuming p oduc s, indi iduals end o de i e pe sonal pleasu e in e ms o ex-
hibi ing en i onmen al conce n by pu chasing p oduc s ha do no hu he en i onmen .
Though an indi idual’s alues, belie s, and pe cep ions a e essen ial, he cumula i e e ec

Adm. Sci. 2024,14, 262 16 o 21
o hei o ien a ion and social in luence is i al in a sus ainable li es yle. Indi iduals a e
mo e inclined o engage in g een consump ion when i is consis en wi h he alues o
hei pee s, iends, and amily membe s. To sum up, he concep ual model adds o he
bou geoning esea ch on sus ainabili y.
6.2. P ac ical Implica ions
The indings om his s udy ha e se e al implica ions o p ac icing manage s, ad-
minis a o s, and socie y. Fi s , o ganiza ions need o p omo e p oduc s ha do no ha m
he en i onmen . Second, GPL is essen ial o b ing awa eness abou he bene i s o g een
p oduc s, and such unde s anding is i al in in luencing a i udes. Following he a i ude–
in en ion–beha io ela ionship, an indi idual’s a i ude owa d g een pu chase leads o
g een pu chase beha io ; his s udy ecommends ha o ganiza ions be cognizan o how
indi iduals eel abou he p oduc s ha help p o ec he en i onmen so ha hey engage in
pu chasing and consuming hose p oduc s. Second, since o ien a ion is c ucial in a i ude
o ma ion, p omo ing g een consump ion by incen i izing cus ome s o engage in g een
pu chases is necessa y. C ea ing and ma ke ing eco- iendly p oduc s and ad e ising
hem inc eases he cus ome s’ o ien a ion owa ds g een consequences, inc easing hei
a i ude owa ds g een p oduc s and hei subsequen pu chase beha io . Acco ding o ou
s udy, a sus ainable li es yle depends on buying and consuming g een p oduc s. The hi d
p ac ical implica ion is o ind ways o educa e indi iduals abou g een p oduc bene i s.
Educa ional ins i u ions mus conduc semina s and cou ses o each he s uden s abou
p o-en i onmen al p oduc s. The s uden s, who a e he u u e gene a ions who will li e
in he wo ld, mus unde s and he bene i s o g een p oduc buying and consump ion o
p o ec he en i onmen om deg ada ion.
Addi ionally, go e nmen s mus ake he necessa y s eps o p omo e sus ainabili y
by o e ing incen i es o he o ganiza ions ha manu ac u e and sell g een p oduc s.
Fu he , ini ia i es encou aging g een consume ism can be de eloped h ough collabo a ion
be ween businesses, go e nmen s, and non-go e nmen o ganiza ions (NGOs). To sum
up, enabling sus ainable li es h ough g een consump ion in ol es a mul i ace ed s a egy
ha combines educa ion, eamwo k, and e o ms in he law o p o ec he en i onmen .
6.3. Limi a ions
Some o he limi a ions o his s udy need o be acknowledged. Fi s , hough we
used ep esen a i e samples o es he hypo hesized ela ionships, a small sample size is
a po en ial limi a ion ha may limi he gene alizabili y o he indings ac oss di e en
pa s o he wo ld. Howe e , o he ex en ha li ing condi ions a e simila in de eloping
coun ies, we expec he esul s o be gene alizable ac oss o he de eloping na ions. Sec-
ond, as wi h any su ey-based c oss-sec ional s udy, ou esea ch su e s om common
me hod bias. Though we ha e aken adequa e ca e and es ed s a is ically o minimize he
common me hod a iance, c oss-sec ional s udies canno elimina e his bias. The e o e, he
esul s need o be in e p e ed conside ing his limi a ion. Thi d, social desi abili y bias,
ano he inhe en limi a ion in su ey-based esea ch, may skew he esul s. Howe e , some
esea che s con end ha main aining he su ey esul s’ anonymi y can minimize social
desi abili y bias. We included a s a emen ha he esea che s will p o ec he p i acy o
esponden s by p omising ha he con en s o he su eys will no be e ealed. Fou h, we
ocused on a limi ed numbe o a iables in luencing he g een beha io o indi iduals.
Some a iables migh ha e been omi ed, which may ha e in luenced he g een pu chase
beha io o indi iduals.
6.4. Sugges ions o Fu u e Resea ch
This s udy has se e al a enues o u u e esea ch. Fi s , o imp o e he gene aliz-
abili y o he indings, u u e s udies may aim o mo e ex ensi e and mo e nume ous
samples. Second, u u e esea che s may ocus on he esponden s’ cul u al, geog aphical,
and socio-economic condi ions ha may p o oundly a ec g een pu chase beha io and
Adm. Sci. 2024,14, 262 17 o 21
consump ion. Thi d, c oss-coun y compa isons—be ween a ious de eloping coun ies
and de eloping e sus de eloped coun ies—may help o unde s and he di e ences in an
indi idual’s a i ude–in en ion–beha io ela ionship conce ning g een p oduc pu chase
beha io and sus ainable li es yle. Fo example, hough socio-demog aphic ac o s may
no play a signi ican ole, heal h consciousness p omp s consume s o engage in buying
and consuming o ganic ood in Sweden and G eece (Diagou as e al. 2023). Simila s udies
conduc ed in Denma k e ealed ha a pu ely nu i ional pe spec i e was conside ed as
heal hy ea ing, and hence, Danish consume s p e e o ganic ood (Di le sen e al. 2019). In
a s udy conduc ed in Vie nam, esea che s ound ha pe cei ed alues and easons d i e
he consume s’ in en ion o buy o ganic ood (Nguyen and Dang 2022).
Fou h, u u e s udies may in es iga e he an eceden s o g een pu chase awa eness
and li e acy, GPO, and social in luence. Since his s udy was ocused on he consequences
o g een pu chase li e acy, o ien a ion, and social in luence, u u e esea che s may iden i y
some mode a o a iables ha in luence hese di ec ela ionships. Fi h, i will be in e es -
ing o iden i y he ac o s ha encou age he g een consump ion and sus ainable li es yle
decisions o indi iduals. Though di icul , u u e esea che s can conduc longi udinal
s udies o see how he indi iduals’ beha io changes a e ini ia ing aining p og ams and
educa ional sessions ega ding he bene i s o g een pu chase p oduc ion and consump ion.
I would also be in e es ing o compa e he sel - epo ed da a abou pu chase a i udes and
he ac ual pu chase beha io o indi iduals.
Since his s udy concen a ed on six a iables, u u e s udies may include addi ional
a iables ha may ac as mode a o s (e.g., p omo ions by o ganiza ions o g een p oduc s
by o e ing p ice discoun s and incen i es) ha may p o oundly in luence an indi idual’s
g een pu chase a i ude and beha io . Fu he , u u e s udies may in es iga e he beha io s
di e en ia ed by ac o s such as gende o age (e.g., elde ly s. younge indi iduals),
income, and pe sonali y cha ac e is ics by using a la ge sample. O ganiza ions may con-
duc g een awa eness p og ams o s imula e g een p oduc consump ion and p omo e
he sus ainable li es yles o indi iduals. Eco-labels and ce i ica ions may also p omo e
sus ainable consump ion.
The exis ing li e a u e e ealed ha businesses a e encou aged o emb ace sus ainable
p ac ices and communica e hei commi men h ough ma ke ing ac ics, as cus ome s
show willingness o in es in g een p oduc s, he eby speeding up he a ailabili y and
accessibili y o g een p oduc s. An inno a i e jou ney owa ds a mo e ha monious connec-
ion be ween human consump ion and he en i onmen is indica ed by he collabo a ion
be ween e hical ade, sus ainable consump ion, and he de elopmen o g een p oduc s.
As socie y adop s a mo e mind ul and esponsible app oach o consuming, changing
consume a i udes and ma ke dynamics indica e he possibili y o change.
6.5. Conclusions
This s udy highligh s he impo ance o g een p oduc a i ude in d i ing a sus ainable
li es yle. Though GPL did no signi ican ly impac g een pu chase a i ude, his s udy
concludes ha g een o ien a ion is a signi ican p edic o o a i ude. This s udy also ound
ha socie al in luence plays a i al ole in GPPAs; i is essen ial o ha e a sus ainable soci-
e y. In de eloping coun ies such as India, wi h se e al million people unde he po e y
line, hese popula ions o en ocus on su i al a he han p o ec ing he en i onmen .
As su i al p ecedes he en i onmen in impo ance, i is essen ial o b ing e o ms by
educa ing people abou he bene i s o g een consump ion. The esul s o his s udy unde -
sco e he impo ance o encou aging g een consump ion o p omo e a sus ainable li es yle.
F om a p ac ical s andpoin , he analysis can p o ide aluable insigh s o policymake s,
businesses, and o ganiza ions aiming o p omo e sus ainable li es yles by encou aging
g een consump ion.
Adm. Sci. 2024,14, 262 18 o 21
Au ho Con ibu ions: Concep ualiza ion, R.F.K., S.S. and H.J.G.; me hodology, R.F.K., S.P. and
H.J.G.; so wa e, H.J.G., S.P. and R.F.K.; alida ion, R.F.K., S.S. and S.P.; o mal analysis, H.J.G., S.P.
and S.S.; in es iga ion, R.F.K. and S.S.; esou ces, R.F.K., H.J.G. and S.S.; da a cu a ion, H.J.G. and S.P.;
w i ing—o iginal d a p epa a ion, R.F.K., S.S. and S.P.; w i ing— e iew and edi ing, S.S., H.J.G. and
S.P.; isualiza ion, R.F.K.; supe ision, S.S.; p ojec adminis a ion, S.S. All au ho s ha e ead and
ag eed o he published e sion o he manusc ip .
Funding: This esea ch ecei ed no ex e nal unding.
Ins i u ional Re iew Boa d S a emen : This s udy did no equi e e hical app o al.
In o med Consen S a emen : No applicable.
Da a A ailabili y S a emen : Da a will be a ailable upon eques om au ho s.
Con lic s o In e es : The au ho s decla e no con lic s in e es .
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