This study aims to discern the primary determinants of sustainable consumption behaviour within the demographic of young college students in India. Employing a quantitative research approach, data were gathered from 362 participants through a structured questionnaire. The investigation focused on measuring both the respondents' sustainable consumption behaviour and their perceptions regarding the factors that shape this behaviour. The results unveiled several significant predictors of sustainable consumption behaviour among young college students in India. Functional value emerged as a critical driver of SCB, alongside social, emotional, and epistemic values. Environmental concern, perceived consumer effectiveness, and objective knowledge also significantly influenced SCB. These findings underscore the importance of understanding and leveraging various factors to promote sustainable consumption practices among young consumers in India. While the study provides valuable insights, limitations such as sample representativeness, methodological constraints, and reliance on self-reported measures are acknowledged. Future research avenues include exploring SCB across diverse demographics, employing qualitative methods for deeper insights, and developing effective interventions tailored to cultural contexts in India. This research contributes to the discourse on SCB, offering implications for policymakers, marketers, and educators striving for sustainability.

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