Economic development and environment are intercorrelated, interdependent and complementary to each other. It has observed that environmental protection is needed for the security of future generations. After the industrialisation, the whole world has been facing vital challenges for sustainable development. The increasing world population are creating environment crisis because the demand for resources for both consumption and production has been rising rapidly beyond the production capacity of natural resources. Similarly, pressure maintains on the absorbing capacity of the environment and different types of environmental degradation have started. Environmental crises are creating very harmful effects on the health of human beings. Therefore, environmental protection requires making a sustainable way of development. Today, there are many Academicians and environmentalism have been creating awareness among consumers as well as producers for sustainable development by using green products and services. Modern living styles and excessive exploitation of natural resources have been creating challenges for the environment, and negative environmental impact on health has been experienced by different types of consumers and manufacturers. Economic activities are generally moving around the consumers. So, manufacturers always try to understand the consumer behaviour about the demand for green products. Presently, producers have been doing green marketing strategies for pursuing an innovative way of sustainable development because consumers’ behaviour has been changing according to their demand for green products. This study tries to explain the concept of green consumer and their role towards green products and sustainable development. Green consumer behaviours mean the purchasing made by the consumer which will be eco-friendly and sustainable products that can be recycled and minimise the environmental impact, and avoid the uses of those products which can be harmful to society and the environment. This paper tries to explain the consumers’ preference regarding green commodities and also tries to find out the factor which is responsible for their choices of green products. Two determining factors have taken into account for the study of this paper. First Socio-demographic condition (age, gender, qualifications, occupation, income), second is environmental concern, which has taken as a determinant factor for this paper. The producer must understand the influencing factors of consumer purchasing behaviour of green products for attracting them to their products. This study uses qualitative approach through direct personal interview and questionnaires form respondent of Bhagalpur city to know the consumers perception towards the purchasing of eco- friendly products. Analysis has conducted on the basis of descriptive statistic which has analysed by the SPSS software. Primary data and secondary data also used for collecting information regarding the consumers purchasing behaviour of green commodities. This study has find out that the educated people having more concern about the ecofriendly product or purchasing of green product. They can understand the value of scarcity of the natural resources and also protect the future of the coming generation by conserving natural resources through motivating sale of green product. Green marketing wills enhance by demand of green products. This study has found association between the educated consumers and their attitudes towards green product.
Anand et al. (Thu,) studied this question.