Environment and Ecology Research 11(1): 183-194, 2023 http://www.hrpub.org DOI: 10.13189/eer.2023.110113 Validating Consumer-Centric Approaches in Attaining Ecological Sustainability Aruna Polisetty 1,* , Sowmya G. 1 , Bindu Madhavi 2 , Rimjhim Jha 3 1 Symbiosis Centre for Management Studies (SCMS), Symbiosis International (Deemed University) (SIU), Mouza- Wathoda, Nagpur, Maharashtra, India 2 KLUBS, KL University, India 3 Symbiosis Institute of Business Management (SIBM), Symbiosis International (Deemed University) (SIU), Mouza- Wathoda, Nagpur, Maharashtra, India Received October 10, 2022; Revised February 1, 2023; Accepted February 16, 2023 Cite This Paper in the Following Citation Styles (a): [1] Aruna Polisetty, Sowmya G., Bindu Madhavi, Rimjhim Jha , "Validating Consumer-Centric Approaches in Attaining Ecological Sustainability," Environment and Ecology Research, Vol. 11, No. 1, pp. 183 - 194, 2023. DOI: 10.13189/eer.2023.110113. (b): Aruna Polisetty, Sowmya G., Bindu Madhavi, Rimjhim Jha (2023). Validating Consumer-Centric Approaches in Attaining Ecological Sustainability. Environment and Ecology Research, 11(1), 183 - 194. DOI: 10.13189/eer.2023.110113. Copyright©2023 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License Abstract This study develops hypothesised model that examines how strategically and successfully individual consumers establish and practice a concrete sustainable approach to achieve sustainable development. This empirical paper connects four distinct environmental dimensions of consumption patterns to encourage the integration of sustainability-related issues. The dimensions considered in the study are environmental concerns, perceived behavioral control, perceived consumer effectiveness, and environmental knowledge. Ten propositions related to these dimensions have been developed to craft ecological sustainability by exploring green purchase intention, and the data were collected from 356 respondents. This study contributes to existing research, reveals the relationship between sustainable environment development of organizations, and provides a plan for future comparative, longitudinal, mixed approach research. The study is circumscribed to the consumers’ initiatives in promoting ecological sustainability through practicing green purchase intentions. More studies that foster and hinder consumers’ contribution to environmental sustainability should be explored. Green purchase intentions act as a bridge between consumers and ecological sustainability. The usage and purchase of eco-friendly products are milestones in achieving ecological sustainability. The eco-friendly behaviour of consumers drives a sense of hedonic motivation, which sustains their green purchase intentions. Keywords Sustainable Development Goal, Ecological Sustainability, Environmental Dimensions, Consumption Patterns 1. Introduction Over the years, the world has witnessed exceptional and exponential growth in environmental deterioration [1]. Thus, it is a moment to raise consumer awareness about human interventions in deteriorating the natural environment [2]. This realization led many marketers to increase apprehensions and concerns about the environment and envisioned innovative green practices [3-4], promoting eco-friendly consumption and sustainability. Many researchers agreed that shifting to an environmentally sustainable society is essential in the coming years. As defined at the Oslo Symposium on Sustainable Consumption, a sustainable society is a society in which “the use of goods and services respond to basic needs and bring a better quality of life, while minimising the use of natural resources, toxic materials and emissions of waste and pollutants over the life cycle, so as not to jeopardise the needs of future generations” [5].