The goal of this article is to use empirical methods to examine the determinants of green personal care product purchases in India. To ensure the robustness and validity of the suggested framework, an empirical study is conducted in this research. An first explanation of the "Attitude- Behavioural" Gap issue statement has been provided. In addition, the process used to develop the proposed framework has been laid out, along with a detailed discussion of the Green Buying Behaviour (GBB) initiatives that inspired it. Data analysis of the suggested framework is now underway, following the formation of hypotheses using methods such as reliability analysis, factor analysis, bivariate correlation, and multiple linear regressions. There was a positive and statistically significant link between GBB and all seven efforts; however, Green Environmental Attitude (GEA) was the most predictive, followed by Green Brand Preference (GBP) and Green Functional Attribute (GFA). The dependability of the framework was found to be rather good. Seven separate efforts accounted for 70% of the observed variation, proving the model's significance. This research is ground-breaking since no one has ever evaluated all of the discovered elements together in any of the previously established frameworks. Because of this, the framework takes a novel and adaptable approach. Second, a novel and distinct working connection was found between the initiatives and GBB, with Intention to Pay being researched as an Independent Variable, although in the majority of the literature it has been treated as a mediating variable. At the end of the study, the primary predictors of GBB are discussed, along with how they interact with one another to either favourably or adversely affect GBB. Policymakers and managers would benefit from these activities as they develop and execute marketing strategies to promote GBB. It will also aid in their comprehension of the significance of each highlighted project.