Awareness and understanding of green consumer behaviour (GCB) in emerging economies can increase consumer participation in green initiatives, leading to better product and behavioural choices and protecting scarce resources. Therefore, consumers should actively change their daily habits, lifestyle, and behaviour choices. A transdisciplinary critical realism approach can complement current knowledge on green consumer behaviour theories, which can layer behaviour change as a circular feedback process. Our approach could surpass linearity and rational decision-making—embracing the power of sustainable daily habits. We reviewed green consumer behaviour theories and identified the social cognitive theory (SCT) to support our approach. Hence, we employed an integrative review of applied SCT and green consumer behaviour. Findings suggest GCB as a reciprocal process with behaviour not only the outcome but an integral part of the process, as are personal and external determinants, existing in laminated layers of meaning that transcend the obvious. Finally, we propose a novel adapted framework that considers critical constructs that warrant investigation of an emerging economy context to identify consumers’ challenges that impede behavioural change. Recommendations include segmenting consumers through pro-environmental self-identity, consumer personalities, and daily habits, which can help target consumers with appropriate messages and interventions to encourage greener lifestyles.

Financially empowered women play vital roles in supporting their families and communities, contributing to broader societal benefits, including improved education, better health outcomes, and reduced child mortality. Employed females (EFs) face the challenge of balancing work, household responsibilities, and other commitments, which can impact their overall well-being. This study explores the challenges EFs encounter and the coping strategies they adopt, particularly during purchasing decision tasks. The results presented were part of a larger research project that included similar independent qualitative and quantitative studies. An exploratory qualitative study involved four EF focus groups that identified and described challenges and coping strategies until data saturation was achieved. Furthermore, an exploratory quantitative study (N = 255) was conducted among EFs using online questionnaires, providing descriptive insights. Across both phases, time and financial constraints emerged as the primary challenges. While many EFs utilised adaptive coping strategies-such as seeking support, planning purchases, and shopping online-some resorted to less sustainable behaviours, including overpaying for convenience, relying on fast food, and exhibiting fight-or-flight responses. These findings underscore the need for strategies that foster psychological well-being, potentially enhancing EFs' ability to manage stress, maintain productivity, and strengthen self-efficacy, ultimately supporting psychological and social well-being.