Green is the New Click: Exploring How Environmental Awareness and Perceived Value Influence Sustainable Consumer Behaviour in Indian E-Commerce”

Balamurugan K; Adhilakshmi V

doi:10.36948/ijfmr.2026.v08i05.88279

Green is the New Click: Exploring How Environmental Awareness and Perceived Value Influence Sustainable Consumer Behaviour in Indian E-Commerce”

Author(s)	Mr. Balamurugan K, Ms. Adhilakshmi V
Country	India
Abstract	ABSTRACT The fast development of e-commerce in India has transformed consumer markets, presenting both opportunities and challenges for advancing sustainability in online consumption. While environmental awareness among Indian consumers is growing, sustainable purchasing behaviour in electronic marketplaces remains inconsistent and not fully understood. This conceptual paper, titled “Green is the New Click: Exploring How Environmental Awareness and Perceived Value Influence Sustainable Consumer Behaviour in Indian E-Commerce,” proposes a theoretical framework to examine how environmental awareness and perceived value influence consumers’ sustainable buying intentions and behaviours in the online shopping platform. Illustrate on the Theory of Planned Behaviour (Ajzen, 1991) and the Value-Belief-Norm Theory (Stern, 2000), the framework join key constructs such as concern for the environment, perceived eco-product value, trust in eco-labels, attitude toward green products, perceived behavioural control, and green purchase intention. The paper argues that strengthening environmental awareness, enhancing the perceived value of eco-friendly products, and upgrade trust in eco-labels are imporatant strategies for encouraging sustainable consumer behaviour in Indian e-commerce. Furthermore, targeted electronic marketing strategies and environmental education initiatives can foster eco-awareness decision-making among e-shoppers. By combine psychological, technological, and environmental dimensions, this study contributes to a deeper understanding of green consumerism in the digital era. It provides valuable knowledge into how sustainable values and perceptions shape consumer choices, supporting India’s broader transition toward a low-carbon and environmentally responsible economy.
Keywords	Keywords: Sustainable Consumer Behaviour, Environmental Awareness, Perceived Value, E-Commerce, Green Marketing
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-23
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.88279

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Green is the New Click: Exploring How Environmental Awareness and Perceived Value Influence Sustainable Consumer Behaviour in Indian E-Commerce”

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