Abstract
With the growing environmental awareness among the people of our country along with the implementation of Sustainable and Developmental Goals (SDGs) by the UNO, companies are making a shift towards sustainable businesses whether it's manufacturing the product or marketing the product. In addition to this, the increased social media usage has paved way for access to more information which forces the companies to be transparent with their stakeholders. On account of all these facts, this research paper aimed to understand and analyse the drivers and barriers that influence green consumption behaviour among Indian Gen Z. Indian Gen Z in particular was selected because of their large population size. This is a qualitative paper that conducted a systematic literature and bibliometric review of 115 research papers from database such as Scopus, Web of Science and Dimensions. This analysis was made with the help of tools including VOS viewer, Pivot table and chart in MS Excel. The findings of the study revealed that there is a strong desire among Indian Gen Z to buy green products but there are barriers such as price sensitivity, lack of trust and limited availability that hinder their purchase decision.