This study explores the evolving landscape of sustainable consumer behavior in the urban Indian context, focusing on green Fast-Moving Consumer Goods (FMCG) in Bangalore. As environmental awareness grows and health-consciousness intensifies, consumers are increasingly drawn to products that align with both ecological values and personal well-being. However, despite the proliferation of green alternatives, actual purchase behavior remains inconsistent, revealing a gap between consumer intention and action. This research addresses that gap by examining the psychological, operational, and marketing factors that influence consumer attitudes and behavioral intentions toward green FMCG products. The significance of this study lies in its integrative approach, combining constructs such as perceived quality, health benefits, awareness, environmental concern, green distribution, and perceived price within an extended Theory of Planned Behavior (TPB) framework. By incorporating trust as a moderating variable and attitude as a mediator, the model offers a nuanced understanding of how consumers evaluate and act upon sustainability cues. This is particularly relevant in emerging markets like India, where demographic diversity and rapid urbanization shape complex consumption patterns. Methodologically, the study employs a quantitative design using Structural Equation Modeling (SEM) to test the proposed relationships. Data were collected from 453 respondents in Bangalore through a structured questionnaire. Path analysis confirmed the structural relationships. Fit indices indicated a strong model fit, supporting the robustness of the framework. Key findings reveal that perceived health benefits, awareness, and environmental concern are the most influential drivers of positive consumer attitudes. Attitude significantly predicts behavioral intention, while trust strengthens this relationship but does not directly influence intention. These insights offer strategic direction for marketers and policymakers aiming to foster sustainable consumption through targeted interventions and transparent communication.