Green consumerism: The need of the hour

Reckless pollution, exploitation of the Earth's natural resources, improper manufacturing and irresponsible trade practices has put a lot of stress on the sustainability of the resources and natural harmony of flora & fauna; endangering many species and causing the extinction of many. There is a gradual realization that mankind's fate is in danger and has made us rethink our outlook toward future. If we want to survive into the next century and beyond, then environmentally sound and socially responsible behavior of the consumer is the need of the hour. Consumer needs to become green from non-green behavior. They should promote Green consumerism as green consumerism is not just what consumer's purchase; rather it indicates the lifestyle of consumers. Keeping in mind the growing importance of Environmentalism, the author highlights the different issues related to Green Environment. Reduce consumption means turn-off lights, recyclable packaging, reduce car use, etc. Re-use means repurchase rechargeable batteries, washable towels, re-useable shopping bags, etc. The well-informed consumers are ‘voting with their wallets’ for green products/services that promote the sustainable development of environment. This is not an easy step, and requires an excellent intersection of understanding of both the business operations and its customers. Even if there is an excellent understanding, formulating the right “aspiration goals” can still be elusive. Thus, whatever industry firm belongs to, whichever is the product firm produce and whoever is the target audience, expect that firm's success will depend at least partly on how “green” and sustainable its business is.