Abstract
This study aims to understand the role of psychological attributes like attitude and norm in promoting sustainable consumption behaviour. An analysis has been done to investigate source of influences and marketing initiatives that can help to establish sustainable consumption behaviour. CFA was used to evaluate the measurement model and its validity and reliability; MANOVA was used to test differences in psychological factors between green product purchasers and non-purchasers; and multiple regression analysis was used to predict the relationships between psychological attributes and recycling intention. Results show a positive outlook by customers towards green products and they would appreciate if companies start sharing information about sustainable initiatives started by them in terms of environmentally friendly product design and processes. Psychological attributes like attitude and norms exhibited relationship with sustainable behaviour. This study would provide useful insights to marketers in designing and communicating environmentally friendly products to address sustainable consumption behaviour issues.
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