PSYCHOLOGY OF GREEN GUILT: FROM EMOTIONAL GUILT TO SUSTAINABLE PURCHASE BEHAVIOUR

Despite increasing awareness of environmental issues, consumers often struggle to translate their concern into consistent sustainable purchasing behaviour.This study examines the role of green guilt in influencing consumers' intention and actual behaviour toward eco-friendly products, while also identifying the key factors that encourage or hinder such choices.Primary data were collected from 170 respondents using a structured questionnaire.The analysis reveals that green guilt is widely felt and encourages consumers to reflect on the environmental impact of their purchases.However, the rank analysis indicates that practical factors play a stronger role in influencing eco-friendly product choice.Lower price and easy availability emerged as the most important determinants, followed by clear eco-labels and product quality, while discounts and rewards had the least influence.These findings suggest that although emotional factors such as green guilt shape positive intentions, economic and situational factors ultimately determine actual behaviour.The study highlights the need to address affordability, accessibility, and clarity of information to effectively bridge the intention-behaviour gap in sustainable consumption.