Sustainable Marketing and Green Consumerism: Evidence from India’s Urban Millennials

Abstract

This research investigates the dynamics of green consumerism and marketing among Indian urban millennials, who are increasingly becoming known for their spending power and environmental awareness. Based on consumer effectiveness literature and the Theory of Planned Behavior, this research examines the relationship between the perceptions of green marketing, green knowledge, environment attitudes, and perceived behavior control and their impact on consumers' purchase intentions and willingness to pay extra for environment-friendly products. To demonstrate reliability, factor structure, correlations, and regression findings, a simulated 450-urban-millennials survey was employed as a methodological template for future empirical research. The findings indicate that perceived behavioral control and environmental attitude have a substantial effect on purchase intention, although credible green marketing positively affects willingness to pay. The research contributes to sustainable marketing knowledge by providing an overall conceptual framework and practical recommendations to companies wishing to capture the attention of young Indian urban consumers.