Consumer Perception towards Green Purchasing

Abstract

V. Vijaya Lakshmi and E. Shirin HimaBindu

Rapid economic growth and resulting overconsumption have accelerated environmental deterioration worldwide, prompting escalated consumption-related environmental concerns. The world has a fixed amount of natural resources, some of which are already scarce, depleted or ruined. The risks to human health are unexplainable. And it is important that every consumer have to take responsible decision to think green. There are multiple lines of thinking as far as Environment and Green Consumer Behaviour is concerned. It depends on environmental attitude, environmental concern, lifestyles, generational approach; various demographic variables, motivators so on and so forth. This study focuses on the different aspects of the consumer towards green consumer behaviour.

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