Purpose – Asian markets have been the focal point of current research of green consumer behaviour. Although the research has shown that Indian customers are environmentally sensitive, it is still unclear how they make purchases of green items. Thus, the goal of this research is to investigate the variables influencing Indian customers' decisions to buy green products. Design/methodology/approach –The study utilizes a survey methodology to evaluate a set of hypotheses. Data were gathered from 297 Indian respondents in Kolkata, employing a 27- question questionnaire and a snowball sampling procedure. The data were examined by exploratory and confirmatory factor analyses. Structural equation modelling was employed to evaluate the hypotheses put forward. Findings – Research findings indicated that participants exhibit a readiness to promote environmental protection, an awareness of environmental obligations, and a propensity to seek information pertaining to green products and gain insight about them. Factors influencing green product purchasing behaviour include promotion of environmental protection, commitment to environmental accountability, green product past exposure, social attractiveness. Research limitations/implications – The study's findings are beneficial for marketers and academics of green products in formulating viable green marketing approaches that highlight individual relevance, societal value, and ecological impact in the buying, usage, and disposal of green products, thereby enhancing consumer contentment and influencing their purchasing behaviour. Originality/value – The present study offers important perspectives into green consumer behaviour within the Indian setting by analyzing the elements that affect their purchasing behaviour about green items.