Emerging Green Consumerism in India: A Study of Knowledge, Awareness and Attitude of FMCG Consumers

Green lifestyle and ethical consumption have become increasingly popular strategies in moving towards eco- friendly society and combating universal scarcity. Many businesses and industries are joining for this green movement, either out of real interest in saving the planet or a desire to capitalize the growing consumer demand for green products. Environmentalism plays crucial role in attracting potential consumers. This created new business opportunities. Many firms are slowly adapting green practices in manufacturing and marketing activities as a part of social responsibility. However a large number of research have been conducted in developed countries on green consumerism, but in India it is still in the infancy stage and lacks behind in the field of studying green consumer behavior. The new green movement needs to reach everyone, that will take more time and effort. The government, organizations and consumers have to work collectively for bringing the ecological balance