Analysing the aspects of sustainable consumption and impact of product quality, perceived value, and trust on the green product consumption.

In the current scenario, consumers' approach and decision to go for green products is a result of the environmental challenges faced by society at large. The benefits of using green products are well known in society. Green products are user‐friendly and contribute towards sustainable consumption. This paper investigates the effect of varied aspects of sustainable consumption on the consumption of green products. The empirical evidence focused on product quality, perceived value and trust as significant factors. A survey of 350 Indian consumers using green products was used to perform a descriptive quantitative study. The proposed hypotheses were tested using regression analysis. Findings revealed that product quality, perceived value and trust all had an impact on green product consumption. The study has found that consumers prefer green products because of their attribute of maintaining the natural environment. Therefore, based on the associated quality of green products, the relative value obtained and developed trust, an increase in green‐concept‐based product consumption can be achieved. This study recommends that future research should focus on further micro‐level aspects that constitute these important factors, namely product quality and perceived value, and trust all having a vital effect on green product consumption. [ABSTRACT FROM AUTHOR]