Green Consumerism: Approaches and Country Experiences

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Green consumerism pertains to consumption, where corporates and individual consumers both, identify and value products and services generated in a sustainable manner. The choices that we, as consumers, make to consume certain products and services or to adopt a certain lifestyle, have a direct or indirect impact on the environment and our personal or collective well-being. This is why the topic of green consumerism has become a central focus for national and international policy. The green consumerism movement was primarily aimed at persuading or influencing the mass of consumers in developed countries to adopt green consumerism. However, the movement is not restricted to consumers in developed countries, nor solely to consumers. Producers, government bodies, policy makers, NGOs and environmental activists have equally important roles to play in making this movement successful. The basic idea is to awaken the human consciousness and to influence the market to change its ways of production, marketing and consumption. This book focuses on the concept of green consumerism, examines consumer attitudes and behaviour towards green products and services, and also presents the state of affairs in a few different countries with respect to green consumerism. These countries include The Netherlands, France, Australia, the US, Canada and a few Asian countries including India. The book will be of interest, primarily, to business executives, marketing professionals, business students, and business teachers. By reading this book, business executives and marketers can be armed with requisite knowledge about green consumerism, adopt sustainable business practices, and marketing strategies to meet the needs of green consumers. Business students and business teachers can update themselves about this new trend in business and consumer behaviour.

ABOUT THE AUTHOR Sumati Reddy

Sumati Reddy holds a Masters Degree in Business Administration from the Royal Melbourne Institute of Technology, Australia. Her other qualifications include, Bachelor of Arts, Diploma in Hotel Management, Certified Hospitality Educator, Diploma in French, and Diploma in Spanish. She is currently pursuing Ph.D. in the field of Organizational Behavior from Osmania University, Hyderabad. Her topic for the dissertation is â€˜The Impact of Organizational Culture on Organizational performance.â€™ She is a Faculty Member at ICFAI Books, Hyderabad, an affiliate of The ICFAI University. She has edited books on Corporate Social Responsibility, Workforce Diversity, Training and Development and Performance Management. She is also an Adjunct Faculty at the ICFAI Business School, Hyderabad, where she teaches Organizational Behavior and Human Resource Management. Her areas of interest include international organizational behavior with a focus on change management, international negotiations, group dynamics, and managerial competencies; and experience in the hospitality and pharma sectors in the functional area of Human Resource Management.