Green products buyer behavior – towards environmental sustainability

Environmental sustainability is a major action plan that acknowledges the culture and values of nature, the importance of preserving natural landscape and ecosystems for the identity and wellbeing of communities. A critical need for sustainability lies in the increasing affluence and growing consumption of consumer goods in the form of electronic appliances, automobiles, FMCG products, fast food restaurants that provide non-vegetarian food apart from consumerism. This paper aims to develop a conceptual model through review of literature to identify some of the drivers of green products and how these are currently being perceived by the consumers. An appraisal of the model will help to design a more parsimonious model to identify the core of the variables among environmental concern, health and safety concern, Government policies and eco labeling, green attitude among others that drive action. This will help marketers and businesses to better their strategies to encourage Green Product adoption among customers and contribute to Environmental Sustainability of the community.