Abstract: The present study explores the phenomenon of green consumption among young consumers in India. The paper analyses the factors affecting consumers' green consumption behaviour. This paper further delves into eco-labels effects, their marketing strategies, and how they relate to consumer segmentation regarding green purchasing behaviour. This paper also suggests areas for future research, and recommendations to promote sustainable consumption. Inspired by contemporary thinking, this paper locates where conceptual gaps exist to highlight the exchange in addressing environmentally beneficial consumption practices, while offering insights into creating strategies that create a culture of sustainability for future generations.
Key Word: Environmentally Responsive Consumption, Young Consumers, India, Green Products.
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