Exploring the Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior: An Empirical Study

The increasing economic development and rapidly growing population are putting a strain on the environment, infrastructure, and India’s natural resources. Quality of life of the present and of future generation depends on the protection and preservation of ecosystems. An increasing number of people know about environmental degradation and believe that action is needed. With the gradual rise of environmental consciousness and ecological protection, people have been participating in the establishment of environmental organizations and environmental laws in an attempt to prevent the continuous ecological destruction, through international trade sanctions. Nowadays green products and green consumption have become measures proposed for ensuring sustainable development. The objective of this research is to investigate the influence of environmental concern on attitude of Indian consumers’ purchase behavior. The study found that although many consumers in India view themselves as environmentalists, they do not translate their attitudes into general green purchasing decision.