Studying green consumer behavior through multiple lenses in a developing country

Purpose: The study aims to explore the parameters that affect the purchase behavior of green consumers. Design/methodology/approach: A mixed methodology concurrent study was adopted involving questionnaire-based empirical study along with a qualitative study to capture the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way. Findings: While conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters' inclination, general awareness, family influence/traditions, quality, advertisement and social concern. A concurrent quantitative study was conducted, which established altruism, environmental awareness and social factor and influence as significant parameters, which had an impact on green consumer behavior. Practical implications: While designing green products, this study will enable marketers to innovate their products and services based on the intricate insights that have come out of the study. Originality/value: The study seeks to give deep insights into green consumer behavior that may help academics and marketers to understand the phenomenon better.