This study analyzes the impact of environmental knowledge on environmental lifestyle and green self-identity on consumers’ behavior toward purchasing sustainably packaged grocery products. The research explores how consumers’ eco-consciousness influences their decision-making process when selecting sustainable packaging. The aim was to assess how environmental knowledge, lifestyle, and green self-identity impact consumer purchasing behavior in Bangalore. Data was collected from a sample of 408 consumers of organic products through a structured questionnaire, which adapted existing scales from (Su et al. in J. Clean. Prod. 279, 2021) the study. Convenience sampling was employed, and the questionnaire was distributed via Google Forms, targeting customers of organic supermarkets and stores. The reliability of the scales was assessed using Cronbach's Alpha, and all variables demonstrated strong internal consistency, with values exceeding 0.90. Regression output confirmed the significant positive impact of green self-identity (B = .745, p < .001), environmental lifestyle (B = .398, p < .001), environmental knowledge (B = .269, p < .001) on sustainable purchasing behavior.