5749 Ann. For. Res. 65(1): 5749-5766, 2022 ISSN: 18448135, 20652445 ANNALS OF FOREST RESEARCH DOI: 10.5281/zenodo.7409780 © ICAS 2022 SOCIO-DEMOGRAPHIC STUDY OF SUSTAINABILITY CONSCIOUS CONSUMERS OF INDIA Pooja Tripathi Research Scholar, Jaypee Business School, JIIT, A-Block, Sector 62, Noida tripathipooja019@gmail.com Dr. Sujata Kapoor Assistant Professor (Sr.Grade) , JBS, JIIT, A-Block, Sector 62, Noida Dr. Shirin Alavi Associate Professor, HSS, JIIT, A-Block, Sector 62, Noida Abstract The study of demographic characteristics is crucial in profiling consumers in marketing and has also been studied by several authors in past, but these studies failed to cover all three dimensions of sustainability. Thecurrent study covers three-dimensional perspectives of sustainability(society, environment, and economy) and is conducted in Indian context. The study is aimed at examining the impact of various demographic factors, age, gender, and education on the sustainable purchase intentions of sustainability-conscious consumers. Data was collected from 337 respondents through the snowball sampling technique. Independent sample T-test,ANOVA, and multiple regression techniquesare used to obtain the results. The study shows that the demographic characteristics of age, gender, and education have no significant impact on the sustainable purchase intentions of sustainability-conscious consumers. The paper also includes an in-depth discussion of managerial and academic implications along with limitations and future scope of study. Keywords: Sustainability conscious consumers, sustainable purchase intention, Demographic characteristic, Sustainable consumption, Sustainable marketing, Conscious consumption, sustainability 1. Introduction: Sustainable consumption had been discussed by several authors and researchers for many centuries [1]. The issue hasbeen highlightedregularly by policymakers and practitioners at different platforms and forums[2][3]. Later, in 1987, a report published by United Nations highlighted several aspects of sustainable development and included sustainable consumption as an important factor in obtaining sustainable development [4]. Since then, sustainable consumption has been a key point of deliberation [5][6]. It was strongly mentioned that sustainable development is not possible to obtain until consumers adopt sustainable consumption [7][8].These opinions and discussions spreadawareness among consumers and enforced them to assess their consumption patterns [11]. Consumers are equally responsible for sustainable development as policymakers and