People are becoming more aware of environmental safety and wishing for buying environment friendly products i.e. green products. Sustainable consumption has emerged as a trend in the present scenario, where majority of customers are willing to purchase eco-friendly products. Most of the consumers, especially the young are becoming more and more aware of the environment and are showing interest towards green purchasing. The Environmental Consciousness among the young consumers is drastically affecting their attitude positively towards green consumption. The current study tries to determine the consequence of Environmental Consciousness and Environmental Knowledge on purchase intention of young consumers towards green products. The findings suggest that the customers are well aware of green products and also possess a positive attitude towards eco- friendly products. Therefore, the research comes out with the suggestion that consumer is well aware about environmental concern and is willing to buy green products, so it is essential for organizations to market the environmentally friendly features of theproduct.
Volume 11 | Issue 11