53 Asian Journal of Business Research Volume 6, Issue 2, 2016 ISSN 2463-4522 e-ISSN 1778-8933 DOI 10.14707/ajbr.160026 An Exploration of Consumers’ Perceived Value of Sustainable Brands in India Aarti Kataria Department of Marketing, Management Development Institute, India Jaydeep Mukherjee Department of Marketing, Management Development Institute, India Soumendu Biswas Department of Human Resource, Management Development Institute, India Ruchi Garg School of Management, BML Munjal University, India Abstract This paper explores the factors that influence and the barriers that hinder consumers’ sustainable consumption behavior using consumer value approach. Thirty two in- depth interviews were conducted which captured their true experiences, thoughts and feelings in context of their purchase and consumption of sustainable brands. Thematic analysis of the data using NVivo10 qualitative software indicated that consumption benefits such as functional, social, hedonic and altruistic benefits had a strong influence on sustainable consumption behaviour. Limited availability of sustainable brands, high price premiums, low performance of sustainable brands, and high cost of evaluation hindered the consumption of sustainable brands. A conceptual model of sustainable consumption behaviour was developed based on the findings and the literature. The new model would assist researchers and marketers to effectively promote sustainable purchase behaviour in India. Keywords: Sustainable Brand; Sustainable Consumption Behaviour; Consumer Perceived Value