The rationale of viewpoint is to comprehend green consumption (GC) and sustainable consumption (SC). The purpose of this study is to understand how the phenomenon of sustainable and green consumers perceives in an everyday perceives in an everyday/routine life in modern today’s dynamic world society, where consumers clients are highly encouraged towards use and practicing sustainability, also to understand people’s personal lived experiences in this affair of green and SC processes. The adoption of sustainable business strategies has been a well-thought-out plan which act as a foremost driver for the socioeconomic development.,Present study is based on phenomenological interviews, using interpretative phenomenological approach (IPA) which has offered a platform to investigate, explore and discover to talk about latent prime aspects (causes to procure or adopt green products, its category, expression of feeling about perceived product self-assurance, readiness to pacification and consolation, familiarity of environmental-friendly products, reflection of alternatives, make use of and abandonment). Semi-structured exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on their viewpoint.,The findings classify bewilderment of how sustainability applies in routine style for sustainable and GC followed by the consumers with respect to his/her behaviour and challenges of SC over GC, predominantly for ecological and environmental issues, and there was cynicism concerning higher pricing order of green and sustainable products available in market. Interestingly in findings framework, the analysis designates that green consumers represent a non-natural segment and offer auxiliary experiential description of sustainable development or sustainability as a measure of sustainable market and its orientation concept.,The idiographic nature of IPA, particularly phenomenological approach, may be considered as a research limitation. Well-presented research work is exploratory in nature; and a research team is followed by well-known guidelines in order to make certain impartialities. Though, the research conclusions are limited to Indian GC and a replication or limitation into different nations would aid in the direction to get rid of several probable nation partiality.,In a nutshell, here findings exemplify that green or sustainable consumers are shifting sustainable ideology from one situation to another, and that by speaking about sustainability, these consumers possibly will obtain a competitive lead.,The results or findings reveal green or sustainable consumers’ augmented association with sustainability and the role expected from them to create better society and world.,The research work exclusively places green or sustainable consumers’ dependence on heuristics to show sustainable preferences or choices, due to the lack of information and awareness, and it entails that sustainable concepts and sustainability are becoming popular nowadays; ever more included into their everyday behaviours and practicing. Very limited research studies have been done to investigate the GC and SC; measuring consumers’ actions using qualitative research approaches through IPA approach. This paper explores their consumption pattern and processes in detail.

中文翻译：

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“我不买LED灯泡，但我要关灯”

观点的基本原理是理解绿色消费（GC）和可持续消费（SC）。这项研究的目的是了解在当今这个充满活力的现代社会中，可持续和绿色消费者的现象在日常生活中如何感知，在这种现代社会中，强烈鼓励消费者客户使用和实践可持续性，并理解人们的在绿色和SC流程方面的个人生活经验。采纳可持续商业策略是一项经过深思熟虑的计划，它是社会经济发展的最主要驱动力。目前的研究基于现象学访谈，采用解释性现象学方法（IPA），该方法为调查，探索和发现谈论潜在的主要方面（采购或采用绿色产品的原因，其类别，对产品自我保证的感觉表达，易于安抚和安慰，对环保产品的熟悉程度，替代品的反映，使用）和放弃）。建立了与印度绿色消费者的半结构性详尽对话，以激发他们的观点。研究结果分类了对可持续性如何以常规方式应用于可持续性和GC的困惑，随后消费者对其行为和SC挑战进行了困惑在GC上，主要是针对生态和环境问题，并且对市场上绿色和可持续产品的更高定价顺序持怀疑态度。有趣的是，研究结果框架 分析表明绿色消费者代表了一个非自然的细分市场，并提供了对可持续发展或可持续性的辅助经验描述，以此作为衡量可持续市场及其定向概念的一种手段。IPA的独特性质，特别是现象学方法，可以被认为是一项研究。局限性。表现良好的研究工作本质上是探索性的；为了确保某些公正性，研究小组遵循了著名的准则。尽管研究结论仅限于印度GC，并且将其复制或限制到不同国家/地区将有助于摆脱一些可能的国家偏见。概括地说，这里的研究结果表明，绿色或可持续消费者正在将可持续意识形态从一种情况到另一种情况 结果或发现揭示了绿色或可持续消费者与可持续发展之间的增强联系，以及他们期望他们创造更好的社会和世界的作用。由于缺乏信息和意识，绿色或可持续的消费者对启发式方法的依赖以显示可持续的偏好或选择，这意味着可持续概念和可持续性在当今变得越来越流行；越来越多地融入他们的日常行为和练习中。已经进行了非常有限的研究以调查GC和SC。通过IPA方法使用定性研究方法来衡量消费者的行为。本文详细探讨了它们的消费模式和过程。