Vol. 7, Issue 1, Part E (2025)

The growing environmental concerns have led to an increased interest in sustainable consumption, particularly among Generation Y consumers. Ayurveda, a traditional system of medicine, has gained significant attention for its natural and eco-friendly products. This research paper explores the factors influencing the green purchase intention of Generation Y Ayurvedic consumers. It examines the role of environmental awareness, perceived consumer effectiveness, eco-labeling, and social influence in shaping their purchasing behavior. The study employs a mixed-method approach, utilizing surveys and interviews to collect data. The findings provide insights for marketers and policymakers to enhance sustainable consumerism in the Ayurvedic sector.