Sustainable Consumption: A Study on Factors Affecting Green Consumer Behavior

Consumer awareness towards the environment and preference for more environmentally safe products is growing steadily around the world. This shift in consumer thinking levels has led to birth of a new category of consumers - The Sustainable Consumers". Thus, sustainable production and consumption have gained prominence and are changing the consumption patterns of people. The shift towards green lifestyle is more among the youngsters. Thus, the study aims at determining the factors that led the young consumers towards the path of sustainable consumption. The factors that were under investigation in this study were consumer beliefs, Health consciousness, Environmental awareness and perceived quality. The data has been collected from 300 youngsters in different areas of Hyderabad.