Authors: Dr.S.Robin, Dr.M.M.Shanmugapriya

Abstract: – Sustainable consumption is becoming more popular, especially among Generation Y consumers, as environmental concerns grow. The natural and environmentally friendly products of the traditional medical system known as Ayurveda have drawn a lot of interest. This study investigates the variables affecting Generation Y Ayurveda consumers' intentions to make green purchases. It looks at how social influence, eco-labeling, perceived customer efficacy, and environmental awareness affect their purchase decisions. The study uses a mixed-method approach, gathering data through interviews and surveys. The results offer guidance to legislators and marketers on how to promote sustainable consumption in the Ayurveda industry.