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28 Supremo Amicus [1] (2022)

handle is hein.journals/supami28 and id is 1 raw text is: SUPREMO AMICUS
VOLUME 28 | JANUARY, 2022                                       ISSN 2456-9704
By A. Jonah Elisa Shiny
Designation: Lawyer
Environmental issues like global warming depletion of natural resources, changing weather, are
most talked about issues now a day. A new sense of urgency about Indian environmental
degradation has completed a number of ordinary individuals to make eco-conscious life style
changes(Jain & kaur,2004)'.The environment has become a mainstream issue and consequently
consumers are becoming more concerned about their habits and the effect that these have on the
environment(Krause, 1993).Environment friendly, eco-friendly, nature-friendly and green are
marketing terms referring to goods and services, laws ,guidelines and policies that inflict reduced,
minimal or no harm upon ecosystems or the environment. Considering the importance of the
environment, Consumers around the globe started showing concern for environmental protection
and started avoiding the products that are harmful for the environment. Awareness of the
destruction of natural resources has raised the issue of Environmental protection, which in turn
has created eco-friendly consumption called  green consumerism(Moisander,2007)'. Marketers
responded to the growing environmental consciousness of consumers by adapting green practices
and developing environment- friendly products. Today, Governments, Organizations, as well as
the general public are concerned about the environment and are taking initiatives at their own
level. Various governments have implemented environmental laws for Environment Protection
and are also providing subsidies on green/ environment-friendly products. Every year the
populations of people who are rota ing towards green brands or environmental friendly products
are increasing thus magnifying the phenomenon. The need for sustainable business practices by
corporations around the world is identified to be a result of overall increase in the consumer
awareness of lack of environmental protection and social inequities. Driven by the green
consumption ,enterprises more choices to switch over to green lifestyle. Driven by the green
consumption, enterprises begin to take customer as the guide of the green marketing strategy. In
business, the terms -Green Product and Environmental product are used commonly to describe
those that strive to protect or enhance the natural environment by conserving energy and/or
resources and reducing or eliminating use of toxic agents, and waste(J,Ottman,1997)iv).It is also
referred as a product that is environmentally preferable relative to comparable products. Thus,
green marketing approach is largely used as a tool by the gigantic corporate houses in order to
make a difference in the consumer's point of view when it comes to making market decisions.
An organic consumer can be identified to be one who avoids any product which may harm damage
to any living organism ,cause deterioration of the environment during process of manufacturing
or during process of usage, consume a large amount of non-renewable energy, involves unethical
testing on animals or human subjects(Elkington,1994) . Hence, it is essential to conduct a study
on the consumer behaviour of organic consumers and find the factors influencing of consumer


PIF 6.242

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