Research on customer attitudes and actions towards environmentally friendly goods is urgently needed due to the worsening state of the environment and the increasing need for sustainable development. Researchers have focused on green consumerism in cities, but little is known about how people in semi-urban parts of India feel about green goods or what they plan to buy. Finding out what makes people in the Latur District of Maharashtra think and buy eco-friendly items is the main goal of this research. A structured questionnaire was used to collect data from 400 participants, who were selected using a stratified random sample method to ensure a diverse range of socio-demographic sectors. The following factors were examined: social influence, perceived price, perceived efficacy as a customer, perceived confidence in environmentally friendly products, and environmental consciousness. Data were examined by multiple regression, correlation analysis, and descriptive statistics. The results show that consumers’ views towards eco-friendly items are significantly and positively impacted by environmental concern, green trust, and social influence. Among these, green trust stands out as a strong predictor, highlighting the significance of authenticity and trust in consumer roles. Furthermore, in semi-urban regions, high perceived prices impede environmentally friendly purchasing due to the fact that consumer attitude, green trust, and social influence all lean towards positive buy intentions, but perceived prices substantially lean towards negative ones. Regression models explained 16% to 48% of the variation in attitudes and intentions to buy, highlighting the multi-faceted nature of environmentally conscious consumer behaviour. In addition to contributing to the little literature on sustainable consumption in semi-urban India, the article finishes with a set of implications for sustainability advocates, policymakers, and marketers. Green product promotion strategies that aim to increase environmental consciousness, green trust built via honest business dealings, the weight of social considerations, and the examination of price obstacles are, up to a point, crucial. It would be great if future studies could broaden the scope to include more geographic areas and behavioural components, as well as examine whether or whether consumer behaviour evolves over time