Authors: Shravan Boini, Dr. Rajkumar Guntuku
Abstract: The rapid growth of digital technologies and increasing environmental awareness have significantly transformed consumer behavior in sustainable markets. This study examines the influence of psychological factors, green product preferences, green marketing practices, and online shopping attributes on consumer purchase decisions. A descriptive and empirical research design was adopted, and primary data were collected from 204 consumers in the Hyderabad region, Telangana, using a structured questionnaire based on a five-point Likert scale. A convenience sampling technique was employed for data collection. The collected data were analyzed using IBM SPSS Statistics (Version 26) through descriptive statistics, reliability analysis, Pearson correlation, exploratory factor analysis, and multiple regression analysis. The findings indicate that psychological factors, green product preferences, green marketing practices, and online shopping attributes positively influence consumer purchase decisions in sustainable and digital markets. Among these variables, psychological factors emerged as the strongest predictor of sustainable purchasing behavior, followed by online shopping attributes. The reliability analysis confirmed satisfactory internal consistency of the measurement scales, while correlation and regression analyses revealed significant positive relationships among the study variables. The results highlight that consumers are increasingly influenced by environmental concerns, digital convenience, product transparency, and trust in green marketing initiatives when making purchasing decisions. The study contributes to the existing literature by integrating psychological, sustainability, and digital commerce perspectives into a comprehensive empirical framework for understanding contemporary consumer behavior. The findings provide valuable implications for marketers, business organizations, policymakers, and researchers in designing effective green marketing strategies, improving digital shopping experiences, and promoting sustainable consumption. The study also offers practical insights for organizations seeking to strengthen consumer engagement and achieve long-term competitive advantage in sustainable and digital markets.
