This research delves into the attitudes held by consumers towards eco-friendly products within the fast-moving consumer goods (FMCG) sector in India. Employing a quantitative research design, the study investigates the key factors influencing consumer perceptions, purchase intentions, and actual buying behavior concerning environmentally sustainable FMCG items. Data will be collected through surveys administered to a diverse sample of consumers, and analyzed using statistical techniques to identify significant relationships between attitudinal components (cognitive, affective, and conative) and consumer choices. The findings aim to provide valuable insights for FMCG companies seeking to effectively market and promote their eco-friendly offerings, as well as for policymakers aiming to encourage sustainable consumption practices. Ultimately, this study contributes to a deeper understanding of the consumer landscape for green products within a rapidly growing and environmentally conscious market. Ultimately, a clearer understanding of consumer perceptions will facilitate the growth of the sustainable FMCG market and contribute to broader environmental goals within India's dynamic consumer landscape. This investigation offers valuable knowledge for businesses and policymakers striving to foster a more environmentally conscious consumption pattern.