In order to attain sustainable development to safeguard our environment and society, an increasing number of researchers have conducted in-depth research on green marketing and green purchases. Green consumerism embodies a dilemma inherent in many prosocial and moral actions – foregoing personal gain in favour of a more abstract, somewhat intangible gain to someone or something else. In recent years, consumers tend to pay more attention to the green products. Green consumers decision to get green products is becoming a central issue within the present state of green market research due to the rising of environmental consciousness and green consumption trends worldwide.
Supported with the Theory of Planned Behaviour, the intention of performing such behaviour is influenced by three main components of attitude, subjective norm, and perceived behavioural control. However, there are many factors that significantly affect the consumer’s intention towards green purchasing. Among them are socio demographic variables, awareness, experience and knowledge about green products, parental influence and peer’s belief, and merchandise price and quality.
This paper comprehensively deals with the rise in Green Consumerism due to increasing awareness about Climate Change and the factors contributing Green Behaviour in consumers.