Redefining Green Behaviour in The Era of Instant Gratification: A Consumer-Centric Study

Abstract

In today’s fast-moving digital world where everything moves fast — from food deliveries to fashion trends. Today’s consumers, especially Gen Z, are fully immersed in this high-speed, convenience-first lifestyle. But alongside this drive for speed and ease, something interesting is happening: more and more people are starting to care about the planet. For many young consumers, being eco-conscious isn’t just about doing the right thing — it’s a way of expressing who they are and what they stand for. Sustainability has become part of how people shop, what they wear and even the brands they choose to support. The word “green” has gone from being an environmental buzzword to a central theme in modern marketing. Companies are starting to realize that if they want to stay relevant, they need to do more than just talk about sustainability — they need to act on it. This study takes a closer look at how these shifts are shaping real-world buying habits. Using concepts like Social Media Influence (SMI), Instant Gratification (IG), Environmental Concern (EC), Eco-Literacy (EL), Green Purchase Intention (GPI), Green Purchase Attitude (GPA) and Green Purchase Behaviour (GPB), we explore how today consumers make choices that are both fast and mindful. The goal is to understand how people are blending eco-values with everyday convenience in a world that rarely slows down.