GREEN CONSUMERISM: AN EMPIRICAL STUDY ON PURCHASE BEHAVIOUR AND INTENSIONS OF GREEN PRODUCT CONSUMERS

Abstract

            A substantial growth in number of products available in market after rapid growth in the world population and effect of globalisation on consumption pattern of individuals. To tackle the galloping demand of consumers, firms produce a substantial diversified product at an alarming rate which causes natural resources to be depleted and environmental problems to emerge.  A number of masses realised the ill effect of environmental problems and a new class of consumers are emerged, namely green consumerism. Companies stared realising the demands of these green consumers and started production and marketing of such products.