A Paradigm Shift in Consumer Behaviour

Models, Trends and Challenges of Green Consumerism

Abstract

Green consumerism has emerged as a key paradigm reflecting a shift toward environmentally responsible and sustainable consumption. This study examines consumer behaviour by integrating theoretical models, emerging trends, and empirical findings. Using a descriptive and analytical approach, the research analyzes factors such as awareness, attitudes, price sensitivity, trust, and social influence.
The findings indicate that while consumers demonstrate high awareness and positive attitudes toward green and organic products, actual purchasing behaviour remains limited, highlighting a persistent intention–action gap. Health and environmental concerns act as primary motivators, whereas barriers such as high prices, limited availability, and lack of trust hinder adoption. The study also identifies the growing role of digital platforms and sustainability trends in influencing consumer decisions.
The research concludes that promoting sustainable consumption requires coordinated efforts among consumers, businesses, and policymakers to bridge the gap between intention and behaviour.