Introduction

Meet Vedant Bhrambhatt, a young eco-entrepreneur passionate about the intersection between psychology, consumer behaviour, and sustainability. With a background in psychology and a specialisation in consumer behaviour, they are based in England, where they lead an innovative, research-driven initiative under Esteem Publication. Motivated by the belief that sustainable progress must include a deep understanding of human behaviour, they launched a pioneering division dedicated to behavioural insights for the fast-growing sector of Green Consumer Behaviour.

The Idea

Their work centres on a unique, research-backed initiative aimed at helping organisations better understand Green Consumers, a demographic projected to grow exponentially in the coming years. Rather than focusing solely on CSR (Corporate Social Responsibility), the project emphasises CnSR – Consumer Responsibilization, shifting attention toward empowering and understanding consumers’ motivations, barriers, and decision-making patterns in sustainable choices.
Through a series of collaborative research projects, the division provides organisations, start-ups, and producers with critical behavioural insights, consumer statistics, and evidence-based recommendations to improve communication strategies and align products with the needs and values of environmentally conscious consumers.

Journey and Challenges

The initial challenge was raising awareness about the importance of behavioural insights in the green market, a niche field where many organisations still rely on traditional consumer research. While companies widely acknowledge the value of consumer data, few recognise the pivotal role of behavioural science in shaping sustainable consumption patterns.
Explaining why psychological insights matter, and how they could significantly improve decision-making for emerging eco-startups, was not always easy. Yet, through persistence, strategic collaborations, and strong academic grounding, the project gradually gained recognition across universities and research networks. This growing trust enabled the development of a robust research ecosystem capable of supporting eco-entrepreneurs and industry leaders eager to transition toward greener business models.

Achievements and Impact

The impact of this initiative has been remarkable. Under Esteem Publication, the project trained over 110 young research assistants, contributing to 14 major research projects across several universities. These studies are now providing valuable insights to manufacturers, policy-makers, and decision-makers, enabling them to refine their production processes, marketing strategies, and sustainability communications.
Beyond the green consumer field, diversification efforts have recently expanded the project’s scope. One notable example is a collaboration with criminology researchers exploring how access to green spaces influences crime rates, an interdisciplinary approach that highlights how sustainability connects to broader social well-being. As research head for this initiative, the entrepreneur now coordinates 110+ researchers from various disciplines, expanding the project’s reach and impact.
Together, these achievements demonstrate how behavioural science can shape a more sustainable future, empowering businesses while supporting environmental wellbeing.

Message to Youth

“Eco start-ups are the future. What today may seem like a luxury will be the standard within the next four to five years. If you believe in a sustainable idea, there is no better time to start—your work can shape markets, communities, and the planet.”

Future Plans

Looking ahead, the goal is to expand the research beyond current regions and reach more sectors within sustainability. The team aims to build new collaborations across diverse domains, amplifying the impact of behavioural insights in promoting more sustainable societies.