This study investigates consumer behavior across different generations concerning green products in Kolhapur, India. The research employs a mixed-method design, utilizing structured questionnaires and statistical analysis to explore the factors influencing purchasing decisions and attitudes toward sustainable lifestyles. The study is grounded in the Theory of Planned Behavior, examining constructs such as attitude, subjective norms, perceived behavioral control, environmental knowledge, and perceived consumer effectiveness.  

The findings reveal that while purchase intent is consistent across generations, actual purchase behavior varies, with older consumers (42-72 and above 72) showing more significant engagement in green product consumption. Education significantly impacts green purchase behavior, suggesting that more educated consumers are likely to adopt sustainable consumption practices. Psychographic variables, including subjective norms and control on availability, moderately influence both purchase intent and behavior. Environmental knowledge is positively correlated with attitudes towards environmental sustainability, which in turn drives green purchase behavior.  

Regression analysis indicates that purchase intention is influenced by environmental knowledge and attitudes, with attitude being a significant predictor. Purchase behavior is also significantly predicted by attitude, subjective norms, perceived consumer effectiveness, and control on availability.  

The study contributes to the existing literature by providing empirical evidence on the determinants of green consumer behavior and has practical implications for businesses, policymakers, and practitioners. It underscores the importance of targeted marketing strategies, enhancing product availability, and implementing educational initiatives to promote sustainable consumption.