IMPACT OF EDUCATION AND COMMUNICATION ON GREEN PURCHASE
Keywords:
Green Consumerism, Education, Communication, Sustainable DevelopmentAbstract
Indian consumers are lured by newer products with attractive features. Increase in disposable incomes and the urge to change lifestyle have fuelled this momentum. Increasing demand for technologically advanced products and services is increasing the chances of “over purchase”. This tendency may subsequently lead to over-use and even wastage of limited resources. India is already facing threats pertaining to several ecological issues like enhanced carbon emission, pollution, emission of greenhouse gases, climate change, etc. Such a situation requires some action in the form of creating awareness and guiding consumers towards “green” consumptions. Concern for sustainability is required to be translated into action. Along with advertisements, efforts should be made to reinforce messages through different media at various junctures. Even society needs to recognise the persons engaged in green consumption. Through this paper, we have discussed issues like sustainable development and consumerism. Our endeavour is to bring into light the role played by education and communication through different channels at various points in cultivating a culture which is conducive for greener society. We have also stressed upon the need to highlight and promote the contribution of those consumers who have already exhibited green behaviour.
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