Exploring Green Consumerism through factors of perceived consumer effectiveness, environmental conscious behaviour, and theory of planned behaviour

Introduction to Green Consumerism In times of accelerating technology, varied dimensional products, and budding ideas of efficiency, comfort, and reliability, the concept of consumerism has evolved into its next stage of 'Green Consumerism.' With the onset of advanced knowledge about the environment and its many facets, it has become ardent for consumers as well as organizations to factor in the effects and benefits of the green concept (Hosta, Maja, 2021). Business organizations constituting a major part of the economy play a vital role in incorporating the ideologies of going green through their products and marketing strategies and generating momentum for the eco-friendly drive (Kim et al., 2013). They have become more sensitive towards their corporate goals, keeping in mind the role of the environment, embracing the fact of sustainable development, and diverting from the aim of constant profitability. Increasing awareness and fruitful research have shed light on the importance of green consumerism; it has allowed a different perspective to take place in the minds of consumers as well as producers, therefore opening another door to better products, services, and buying behaviours.