In the face of mounting environmental concerns, climate change, and consumer awareness, the concept of green products has gained significant traction. Over a number of years the laureates, socialists, environmentalists and academicians are trying to disseminate knowledge about environmental awareness and sustainable practices. Due to priceless efforts of above mentioned stakeholders of environment the consumers  and  manufacturers have  directed  their attention  toward  environment  friendly  products or Green Products. These products, designed to minimize negative environmental impact and promote sustainable consumption, have influenced a shift in consumer behaviour worldwide.

From 2020 onward, social influence has emerged as an increasingly influential factor. Social norms, peer recommendations, influencer endorsements, and societal expectations contribute to shaping consumer attitudes toward sustainability. The integration of social media platforms has further amplified these influences, allowing consumers to observe, emulate, and validate green behaviours in real-time digital environments.

In this paper the researchers highlight the effect of social influence as a moderator on purchase intention of green products that have been used to fulfil daily needs. 257 questionnaires were distributed through online/offline mode and among them only 185 questionnaires were fit for data analysis. Further moderation analysis is applied to analyze data which revealed that the social Influence significantly moderates the relation of purchase intention and green products.