A Conceptual Model of Consumer Behaviour towards Green Products: An Empirical Analysis

Green Marketing, Consumer Behaviour Model, Green Products

Dr. Sangeeta Jain1
Director, Govindram Seksaria Institute of
Management & Research, Indore
E-Mail: sangeetajain.simd@gmail.com
ORCID-https://orcid.org/0009-0000-8105-0971 Analysis

Dr. Alok Mittal2
Professor, Department of Management,
St. Paul Institute of Professional Studies, Indore
E-Mail: alokmittal100@gmail.com
ORCID ID- https://orcid.org/0000-0003-2111339X

Ms. Sarika Mittal3
Assistant Professor, Department of Management,
Govindram Seksaria Institute of
Management & Research, Indore
E-mail: mittalsarika5182@gmail.com
ORCID- https://orcid.org/0009-0000-9778139x

Dr Ati Agarwal4
Assistant Professor, Department of
Management, Shivajirao Kadam institute of
Technology & Management, Indore
Email ID ati.agarwal07@gmail.com
ORCID- https://orcid.org/0009-0007-52059425

Dr. Anubhuti Sharma5
Associate Professor & Head, Department of
Management, St. Paul Institute of Professional
Studies, Indore
Email ID:anubhuti@spipsindore.com
ORCID ID: https://orcid.org /0000-0001-73473309

Dr. Priyanka Jaiswal6
Assistant Professor, Department of
Management, St. Paul Institute of Professional
Studies, Indore
E-Mail ID: priya.pjaiswal@gmail.com
ORCID ID: https://orcid.org/ 0009-0007-05750053

Received:12-06-2026
Revised:20-07-2026
Accepted:24-07-2026

European Journal of Prosthodontics and Restorative Dentistry (2026) 34(6s), 14–25

A Conceptual Model of Consumer Behaviour towards Green Products: An Empirical Analysis

Green marketing has become increasingly important in todays market. This trend has created new opportunities for companies to co brand their products into different lines. The rising focus on sustainability has led to a greater interest in understanding how consumers behave toward green products. This study aims to build and analyze a model of consumer behaviour related to green products. We used a structured questionnaire based on a five point Likert scale and the data were analyzed with the Statistical Package for the Social Sciences (SPSS). The findings show that consumers have positive attitudes toward green products. The proposed model adds to the current literature on green marketing by providing evidence on how cognitive and social factors affect green purchasing behaviour. The results offer important insights for marketers, policymakers, and sustainability advocates who want to encourage responsible consumption.

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