Barriers to Green Product Adoption inIndia: A Literature-Based Meta Study

Md Zunnun Alam

doi:10.69968/ijisem.2026v5Si1168-177

Authors

Md Zunnun Alam Research Scholar, Department of Commerce, Jai Prakash University

DOI:

https://doi.org/10.69968/ijisem.2026v5Si1168-177

Keywords:

Green Product Adoption, Sustainable Consumption, Consumer Awareness, Greenwashing, Barriers to Sustainability

Abstract

Green product adoption has become a critical component of sustainable development, especially in emerging economies like India. Despite growing global awareness about environmental protection, the Indian market still shows relatively slow adoption of green products. This study conducts a literature-based meta-analysis using secondary data from research papers, government reports, market studies, and global sustainability documents published between 2010 and 2025. The analysis identifies major barriers that hinder green product adoption in India, including lack of consumer awareness, higher prices, limited availability, trust issues, demographic influences, behavioural resistance, and weak policy enforcement. Findings reveal that awareness and price barriers are the most dominant, followed by supply chain constraints and mistrust due to greenwashing. The study concludes by offering strategies for policymakers, marketers, and manufacturing firms to reduce these barriers and foster sustainable consumption. This research contributes to the existing knowledge base and is especially relevant for states like Bihar, where green consumption is still emerging.

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