Abstract

As population is increasing in the world the consumption is also rapidly increasing this has resulted in a lot of harmful disposal concerns and overall worldwide health concerns. In this study the authors have focused to explore how young consumers in Delhi form attitudes toward green fast-moving consumer goods (FMCG). Furthermore, few other prominent and necessary factors have also been included in this research like: environmental knowledge, environmental concern, green satisfaction and personal health concern. Due to social media trends and increased level of awareness in the society the young Indians are increasingly exposed to messages about sustainability and healthy living. Therefore, it becomes motivating research scope due to rapid changing world dynamics. With these investigations novel direct, indirect and mediating pathways can be explored and further used to embrace in the market functioning systems for proper sustainable development within nation’s economy. This study has acquired data from 420 young consumers residing in the capital city Delhi and this data was collected through an online Likert-scale standardized questionnaire. For the analysis smart PLS SEM software was adopted to test hypothesis and mediating factors levels. The results of the investigations concluded that the construct of environmental knowledge strongly and directly strengthens green attitudes as well as it strongly influences them indirectly by increasing young consumers health concern mindset. Then it was found out that the factor Health concern is a meaningful mediator within the model, this proves that the young consumers of Delhi often connect environmental information with personal wellbeing. Lastly the other construct of model which are: Environmental concern and green satisfaction found to be positively contributing towards the optimistic green attitude. Hence, strengthening the notions that the authors adopted in the study which is “both emotional and evaluative factors play important roles for the adoption of sustainable consumption”. Henceforth, the authors can conclude that Delhi young consumers have highly connected with the idea of health promising sustainable consumption for better future. This suggests promising opportunities for marketers and educators to design communication strategies that link sustainability benefits with personal health outcomes. The study concludes by noting its Delhi-specific focus and recommends future research across other regions and demographic groups to broaden understanding of youth-driven green consumption in India.

Keywords: Green Attitude, Environmental Knowledge, Health Concern, Environmental Concern, Green Satisfaction, Youth Consumers and FMCG