GREEN CONSUMERISM - EMERGING TRENDS AND EVOLVING CONSUMER PERCEPTION IN INDIA

An old age proverb is that only change is always constant, the global markets and the consumers also pursue this world-wide phenomenon with time and space. Since the business industries and marketers could not be untouched by these changing internal and external events, even a consumer also, being a part of market, adopted the change rigorously. Therefore, a mid-way was introduced by the world's environmental concerned community to prevent the businesses and environment both, which is known as sustainable development. However it has been too challengeable. But marketers started to pursue the sustainable path due to consumers' preference and choices for product selection that has been changing from time to time. Therefore, the primary aim of every marketer remained to capture the changing demand of the consumers. This paper try to explore how this turn has come in consumer's perception regarding environment and green products. This paper also seeks how a consumer reacts towards green products. To find out the answers of these questions the methodology is used as analytical and descriptive by conducting a survey and using the SPSS software to calculate the acceptance for green product by the consumers. As a result, we found that the independent factors as environmental knowledge, environmental concern, perceived knowledge, organizational green image and social influence always reflect in the mind of consumers as green perception. These factors will also help in making a world more green and harmless with sustainable development.