Business Case Studies, Consumer Behaviour Case Study, The Rise of Green Consumerism, Fad or “Sustainable”

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Consumer Behaviour Case Study

Case Title:

The Rise of Green Consumerism: Is it a Fad or is it “Sustainable”?

Publication Year : 2006

Authors: Ramanathan K & Sumit Kumar Chaudhuri

Industry: General Business


Case Code: CSB0007

Teaching Note: Available

Structured Assignment: Available

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World over, economic development has come at the cost of environment. Global warming, an outcome of greenhouse gas emissions, is the price the world pays for its over ambitious growth. Green consumerism, which is the use of individual consumer power to promote less environmentally damaging consumption, without compromising on the wants and needs of the consumers, has evolved to act as a panacea to address this crisis. However, green consumerism carries its own enigmatic aura and issues like its credibility and purpose, remain to be answered. The gap between green concern and green consumerism has been widened by the different orientations given to green consumerism by various segments of the society. These differences in perceptions and ideologies have intensified the debate on whether green consumerism is a strategy to save the earth or is it just a fancy of the developed nations to provide a quick fix solution to the problems, which they have seeded.

Pedagogical Objectives:

  • To highlight the impact of the economic development process on the environment
  • To understand the fundamentals of sustainable development
  • To discuss the growth of green consumerism
  • To analyse the credibility and sustainability of the green products
  • To debate whether green consumerism is an applicable solution or a utopian dream.

Keywords : Green Consumerism, Green Products, Green Concern, Green Movement, Environmental Practices, Marketing Strategies Case Study, Proactive Environmentalism, Ethical Marketing, Green Wash, Environmental Exploitation, Environment Friendly Products, Buying Green, Global Warming


  • Green Consumerism: The Evolution
  • Green Consumerism: The Fact File
  • Green Consumerism: Who are the Consumers and Who Benefits?
  • Green Consumerism: The Sustainability Factor

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