The increasing global population and changing lifestyles have led to an overall increase in the consumption of goods and services. This puts an enormous pressure on the limited resources and environmental well-being of our planet Earth. With the world facing environmental issues like rising sea levels, increasing global temperature, deforestation etc., consumers today are becoming more aware and concerned about making sustainable choices. This has led to the evolvement of a new segment of consumers- the Green Consumers. All products have an environmental effect and each purchase has an ethical, resource and community impact. Green consumerism is about minimising the negative impact while boosting consumer well-being at the same time. Consumers have the potential to bring about changes in the market and thereby create the future they want. This research paper studies the rise and relevance of green consumerism and the role of consumers in shaping green mindset of the markets. However, when considering adopting sustainable lifestyles, individuals face a complex decision-making process. This research attempts to address the conflicting issues involved and develop a theoretical reference for both the consumers and businesses to foster changes and move towards more conscious and responsible consumerism. Towards the end, the paper highlights the current trends and suggests how small life choices can contribute to a sustainable pattern of consumption and thereby make a bigger difference
Iqbal Singh (Sat,) studied this question.