Abstract:
This research paper examines the concept of Green consumerism. Green consumerism is a concept
which often talks about socially conscious or socially responsible behavior. Most of the time it is
called environmentally concerned consumption related to the purchase, ownership, use or disposal of
particular products or services. Green consumers are more conscious of the consequences of this
buying on the environment. This study includes data collected through a structured questionnaire
which was designed as an instrument, collecting information on green consumer awareness,
perception and green product consumption in urban households in Pune city. The primary data was
gathered through a structured questionnaire designed by researchers. Data were collected from 210
citizens from Pune city of various demographics. The conclusion of the study shows that all the
respondents believe that they are environmentally conscious and they believe in reducing, Reuse and
Recycling. Irrespective of the demographics which are age gender and profession respondents incline
towards buying environmentally friendly products or organic products
