Environmental orientation in going green: A qualitative approach to consumer psychology and sociocultural factors of green consumption

Green consumption culture is gaining momentum on the part of both individuals and communities, and also is reflected in marketing strategies. This research aims to examine consumer psychology and external factors that underlie green consumption. Focus groups and in-depth interviews were conducted to gather data to analyze consumer psychology and behavior. Focus groups and in-depth interviews are examples of qualitative approaches which contribute to drawing out information and understanding the deeper psychology of consumers. It was discovered that psychological, sociocultural, and product-related factors were the factors driving consumers' desire to participate in the green consumption culture.