A new research study has shed light on what drives people to embrace—or doubt—eco-friendly shopping in India, revealing that personal norms and consumer scepticism both play critical roles in shaping green purchase decisions. The study, published in the July 2025 issue of the Journal of Economics, Management and Trade, is one of the most comprehensive examinations yet of the psychology behind sustainable consumer behaviour.
The researchers surveyed 340 Indian participants, focusing on how internal values, purchase intentions, and post-purchase satisfaction interact with consumer scepticism about corporate green claims. They found that individuals who hold strong personal norms—moral beliefs about protecting the environment—are substantially more likely to intend to purchase green products. This intention then strongly predicts whether they will go on to feel satisfied with green purchases and remain committed to sustainable habits.
According to the study, these personal norms act as a “moral compass,” guiding not just intentions but also shaping the entire journey from planning a purchase to evaluating product alternatives and ultimately deciding whether to remain loyal to green products in the long run.
Consumer scepticism, long seen as a hurdle to green marketing, is revealed as a far more nuanced force. The study found that scepticism is not simply about disbelief: it is often influenced by experiences of “greenwashing”—when companies exaggerate or misrepresent the environmental qualities of their products. Such tactics create confusion and encourage consumers to reassess their choices, sometimes leading them to abandon green products altogether.
The results show that post-purchase satisfaction is closely linked to scepticism: if a green purchase disappoints or feels inauthentic, consumers become more wary and scrutinize future green claims more rigorously. Importantly, alternative evaluation—comparing brands, prices, and perceived authenticity—feeds into scepticism and can either reinforce or undermine sustainable habits depending on the outcome.
Interestingly, the study also investigated whether personal norms, alternative evaluation, or scepticism levels differed based on gender, income, or urban/rural residence. The results showed no significant differences across these social factors, suggesting that green consciousness and scepticism are widespread, cutting across demographic categories in India. This indicates that climate-smart consumerism is not just a big-city or high-income phenomenon, but a mindset that transcends boundaries.
A highlight of the study is its use of mediation analysis to show how green purchase intention partially explains the link between personal norms and actual purchases—accounting for nearly 69% of the strength of this relationship. Similarly, consumer scepticism is found to mediate the relationship between how people compare product alternatives and whether they feel satisfied after purchasing green products. This underscores that beliefs alone are not enough: how companies present their products and whether consumers feel they can trust green claims are just as crucial for sustained eco-friendly buying.
The findings suggest that for both policymakers and companies, the key to accelerating sustainable consumption is to cultivate trust and demonstrate authenticity. Superficial green marketing or greenwashing can backfire, eroding consumer confidence and loyalty. On the flip side, brands that provide transparent, verifiable environmental credentials and third-party certifications have a much better chance of winning over the increasingly discerning Indian consumer.
As demand for sustainable products grows, so does the risk of consumer fatigue from dubious green claims. The researchers call for greater regulation, higher standards for eco-labels, and public education to help shoppers distinguish genuine sustainability from mere marketing spin.
This research adds valuable insight into the psychological underpinnings of India’s green market and offers a robust benchmark for companies seeking to align with conscious consumption trends. In an era where sustainable choices are urgently needed, the study reminds us that both integrity and evidence are non-negotiable in building a truly green future.
