Green Consumers – An Empirical Study in Bangalore City

Green consumerism has emerged as an important aspect in the 21^st century. Companies and business enterprises are giving more importance to environment. Green consumer behaviour is being closely observed in most of the western markets and they are giving more importance to the consumer consumption patterns. 'Green Consumerism' is not a new phenomenon. But until 90's, it did not reach its zenith. Consumers are responsible for the ecological problems, instead of producers, as the consumers decide, what is sold in the market. On the other hand consumers also contribute to its solution by buying Green (Smith, 2000).

Businesses are trying to reach Indian consumers with new responsibility of consuming Green and are coming up with environmental friendly products. Corporate sectors as part of corporate responsibility are incorporating good number of Green activities.

There are numerous research studies conducted on Green consumerism in developed nations, whereas in India very few studies are there on Green consumer. This study highlights on Green consumerism and consumption behaviour by finding out whether (or not) Indian urban consumers have completely become 'Green Consumers'. The study also understands the awareness level of consumers towards Green, their attitude and perception towards the concept 'Green' and 'Green Consumption.'