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Eco-Conscious & Conventional Consumers: Insights from an Emerging Indian Market
Subject area: Management and Commerce · Area of research: Marketing
Abstract
Eco-conscious consumer segments have grown as a result of the increased worldwide focus on sustainability, but traditional consumers who value convenience and affordability more than environmental concerns still control a sizable share of the market. Within the framework of a developing Indian market, this conceptual paper investigates the behavioral and attitudinal differences between eco-conscious and conventional consumers. In order to create an integrated framework that captures the incentives, obstacles, and conversion levers impacting green purchasing intentions, it synthesizes the body of existing literature by drawing on well-known theories, such as the Theory of Planned Behavior and the Theory of Consumption Values. Social norms, price sensitivity, trust and greenwashing, awareness and knowledge, and the well-established attitude-behavior gap are among the major subjects examined.The study highlights important knowledge gaps about the factors that can influence traditional consumers to adopt eco-friendly practices, especially in non-metropolitan Indian settings. For marketers and politicians looking to promote sustainable consumption, the suggested conceptual framework provides a sophisticated segmentation of consumer types and identifies key points of action. This study adds to the expanding conversation on sustainable consumer behavior and offers practical suggestions for future empirical research by linking theoretical insights with new market realities.
Keywords
Eco-Conscious Consumerism, Conventional Consumers, Green Purchase Intention, Sustainable Consumption, Emerging Indian Markets.
How to cite this paper
@article{1710122,
author = {K. Rajarajeswari, Dr. R. Dhivya},
title = {Eco-Conscious & Conventional Consumers: Insights from an Emerging Indian Market},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {9},
number = {2},
pages = {460-467},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1710122.pdf},
abstract = {Eco-conscious consumer segments have grown as a result of the increased worldwide focus on sustainability, but traditional consumers who value convenience and affordability more than environmental concerns still control a sizable share of the market. Within the framework of a developing Indian market, this conceptual paper investigates the behavioral and attitudinal differences between eco-conscious and conventional consumers. In order to create an integrated framework that captures the incentives, obstacles, and conversion levers impacting green purchasing intentions, it synthesizes the body of existing literature by drawing on well-known theories, such as the Theory of Planned Behavior and the Theory of Consumption Values. Social norms, price sensitivity, trust and greenwashing, awareness and knowledge, and the well-established attitude-behavior gap are among the major subjects examined.The study highlights important knowledge gaps about the factors that can influence traditional consumers to adopt eco-friendly practices, especially in non-metropolitan Indian settings. For marketers and politicians looking to promote sustainable consumption, the suggested conceptual framework provides a sophisticated segmentation of consumer types and identifies key points of action. This study adds to the expanding conversation on sustainable consumer behavior and offers practical suggestions for future empirical research by linking theoretical insights with new market realities.},
keywords = {Eco-Conscious Consumerism, Conventional Consumers, Green Purchase Intention, Sustainable Consumption, Emerging Indian Markets.},
month = {August},
}