Purpose— This study aims at examining different factors determining green consumption behaviour in India. This is done in the context of consumption behaviour towards goods in the two product categories, viz. organic food products and energy-efficient electrical appliances. Design/methodology/approach— Data were collected from a convenience-based sample of 204 Indian consumers using a well-structured questionnaire. Multiple regression analysis was employed to test the proposed models of green consumption in the two-product categories. Various tests were used to examine the reliability of the results. Findings— Results indicate that there exist different sets of factors that determine the consumption of green commodities in different product categories. Factors common to both these sets are— behavioural flexibility, peer group influence, eco-labelling and certification, family size, and price of green products. Practical implications— The findings of this study suggest that a one-size-fits-all approach may not be successful in promoting green consumption; instead, a commodity-specific approach needs to be adopted by the stakeholders when promoting green consumption. Originality— This study provides newer insights into green consumption behaviour by examining the factors with respect to different commodity types. Also, factors like behavioural flexibility and family size are being examined for the first time in the green consumption space.

green consumption, consumer behaviour, environment, sustainable, organic food, energy efficiency, family size, behavioural flexibility, India