Green Consumerism: A Beacon Of Hope

Earth Day 2022 just passed around the corner reminding us yet again that climate change is perpetuating and it will perpetuate if nothing is done as soon as possible. Throughout the 1970s and 1980s, the world has witnessed environmental initiatives such as the Montreal Protocol in 1987 and Kyoto Protocol in 1997. These initiatives arise from continuous cautions about the alarming degradation that our environment is facing.

 Amidst the bulk of environmental problems on our planet, there is a beam of light giving us hope for change and the betterment of the planet. This beam of light is green consumerism.

Green consumerism is a concept that is concerned with the ethical purchase and consumption of products and services. Similar to the popularizing of environmental challenges in today’s world, the responsibility is inclining more towards ethical production and consumption of products and services.

In this article, I will speak about the emergence of green consumerism and the importance it holds in today’s world. 

How Did Green Consumerism Come to Light?

Sustainability is a buzzword in times where consumption holds the power to change surroundings. The epiphany that led to conscious consumerism began with the need to sustain moral appetency. The concept was introduced way back in the 1960s. The coming of the industrial revolution in the 1960s lead to an increase in factories and manufacturing units which in turn led to the rise in production. This is where the consumer culture began to rapidly take a forehand and the marketing and advertising of products started to take a rapid rise.

One of the first establishments of this concept in the consumer markets was the recognition given to The Body Shop UK for the ‘Best Company of the Year’ in 1987 for creating and selling cruelty-free and natural cosmetic products. As the following years witnessed more and more companies participate in featuring green products in their product line, it gained substantial attention from the media. The companies which participated in the green production movement either did it because they actually cared for the environment or realized the need to update their values and add the concept of sustainability into their business model. Or either, it was because of the need to fit into the trend of green consumption.

In India, the breakthrough of consumerism took place in 1991 when the government introduced a policy encouraging economic liberalization and globalization. The boost in trade between India and other countries flushed in products from all over the world. Hence the concept of green consumerism began growing at a slow rate. However, according to Statista’s Sustainable Consumption Report of 2021 in India, around 30% of consumers claim to reject or boycott a brand if they are not sustainable in their practices. 

Who Are the Green Consumers?

With the rise of awareness about ethical consumption around the world, more and more light is shed on the consequence of not contributing to the betterment of the environment. This is at an individual level which reflects the person’s choice, values, and decisions.

Moreover, the idea that gives a person the ability to bring about a change in the environment through consumerism gives rise to

There is a notion that conveys the power that a consumer holds through which they can contribute to ameliorating the environment just by their consumption and purchasing practices. This notion encourages the consumer’s mind into thinking in the direction of sustainable consumerism.

According to an article published in the Environment Journal Online, 75% of millennials are willing to spend an extra amount on sustainable products. This makes millennials the largest consumers of green products as a large part of the workforce is dominated by them. This eventually gives them a higher purchasing power and the ability to make their own decisions.

When we begin to identify a green consumer, we often track their consumer behavior and measure the inclination of their practices. A green consumer is someone who

·        Reads and research before purchasing a product, whether it appears to be sustainable or not.

·        Purchases not just an ethical product but also encourages to purchase it through sustainable packaging and delivery options

·        Uses organic products and aims to recycle, upcycle or reuse the product and its packaging.

·        Aware of the consequences of their purchase and consumption and selectively makes their decisions. 

Why is there a Need for Green Consumerism?

The need for green consumerism is more than ever in today’s times. With the power that a consumer holds, their decisions influence companies and push them to act more sustainably. Green consumerism advocates for the reduction in carbon emissions which are caused by excess production of goods and services.

Green consumerism supports ethical packaging encouraging the use of alternates of plastic materials. It creates a narrative around the consumption of organic foods and beverages s well as cosmetics and personal products. 

Key Takeaways

The narrative is shifting, or, slowly transitioning to a more healthier and sustainable environment. Consumerism is a huge part of society. Companies are striving to become a bridge between satisfying capital needs and looking out for the planet. Between these bridges lies the power of consumers. With individual efforts and contributions on a minimal level, the industry of green consumerism is bound to reach heights.