As the environmental consciousness again gains momentum, it has led to the conceptualisation of ‘environmentally concerned consumer’ or ‘green consumer’.

Emergence and further popularity of green and ethical consumerism has started putting pressures on businesses especially in areas of product, production, processing and resourcing of materials. Marketers have no choice but to incorporate these emerging consumer concerns into their marketing decision making, if they wish to survive and if survived, remain competitive in the market.

But, what is this powerful Green Customer and what motivates them?

Old consumers are just as likely as young consumers to “go green”.

The income is also not a factor when it comes to motivation to consume green.

There is a correlation between education and environmental awareness, but this does not necessarily translate to environmentally concerned purchase behaviour.

Urban residents are more concerned than rural residents.

Despite all the dangers that a potential environmental crisis possesses mere purchasing of ‘green products’ does not mean that the consumer is environmentally concerned.

The level of consumer’s confidence in the environmental benefits achieved by making a green purchase plays a crucial role in purchase behaviour.

If consumer favours green firms or green products than normal products, they are willing to take extra efforts.

Even though the environmental consumer behaviour is extensively researched, it was evident that all consumers were not willing to sacrifice personal well-being to a large extent, for a sustainable environment. This point out the role corporate world could play in influencing pro-environmental consumer behaviour. More and more business organisations have started realising that green initiatives are no more seen as a strain on profitability but a positive contributor to financial performance, if transformed it into a competitive advantage.

Parashqevi Pandazi (AL)