Environmental concerns are growing, and therein lies the gradual change in consumer behavior toward sustainable consumption patterns worldwide. Therefore, the present study examines the green purchase intention of Generation Z consumers, specifically urban India- citizens who are quite aware of their attitudes, subjective norms, and trust factors. This research used a mixed-method approach, engaging surveys (n=382) and focused interviews (n=15), to identify major determinants affecting environmentally responsible purchase decisions among urban Indian youth aged between 18 and 25 years. The findings indicated that the intention to purchase green products was predicted by environmental knowledge, perceived consumer effectiveness, and social influence significantly, while price sensitivity and greenwashing concern served as moderating variables. The present study employs a novel feature selection mechanism for dimensionality reduction of datasets, hence, area identification for critical aspects will likely be made more precise. Findings point toward major research gaps and provide direct practical implications for marketers, policymakers, and businesses targeting environmentally conscious Gen Z consumers in fast-growing urban agglomerations of India. This research provides sustainable consumption literature with a comprehensive framework that fits the unique context of emerging economies, where environmental awareness intersects with urbanization and rapid digitalization.
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