Green Consumerism on Indian Youth in the city of Mumbai

Abstract

Green consumerism has emerged as a significant trend in India, particularly among urban youth in metropolitan cities like Mumbai. Rising environmental awareness, coupled with exposure to global sustainability movements, has influenced young consumers to prefer eco-friendly products and practices. In Mumbai, a city marked by rapid urbanization and high consumption patterns, youth are increasingly aligning their choices with values of sustainability, ethical production, and waste reduction. Factors such as education, social media influence, and peer networks play a crucial role in shaping these attitudes. However, challenges like higher costs of green products, limited availability, and lack of regulatory enforcement often hinder widespread adoption. Despite these barriers, the youth in Mumbai demonstrate a growing willingness to integrate sustainability into lifestyle choices, from fashion and food to transportation and technology. This shift not only reflects changing consumer behaviour but also highlights the potential of youth-led movements in driving India’s transition toward a greener economy. The study underscores the importance of policy support, awareness campaigns, and affordable alternatives to strengthen green consumerism in urban India. The study explores how environmental awareness, lifestyle aspirations, and urban social influences shape the eco-friendly purchasing decisions of Mumbai’s youth. Using a mixed-method approach, the paper examines attitudes toward sustainable products, barriers to green consumption, and the role of digital culture in shaping eco-conscious behaviour. Findings indicate that while awareness about sustainability is high, actual purchasing is often affected by price sensitivity and limited product accessibility. The study highlights the need for targeted environmental education, stronger brand transparency, and supportive urban policies to encourage responsible consumption among young Mumbaikars.