... the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way. Findings While conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters...

... on customer buying behaviour. Findings The results of analysis validated that consumer buying behaviour is significantly determined by cost, performance and government initiatives dimensions. However, dimensions such as eco-friendly product, information regarding product and company, environmental concern...