Advanced International Journal of Multidisciplinary Research

E-ISSN: 2584-0487 •   Impact Factor: 9.11

An Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Role of Socio-Demographics In Segmenting and Profiling Green Consumers: An Explanatory Study of Selected Wards of Kolkata

Author(s) Dr. Ranita Ghosh, Ms. Sanjum Nasreen
Country India
Abstract Abstract
Consumerism is the economic and cultural tendency to purchase goods and services in increasing quantities, often driven by convenience, brand appeal, and lifestyle aspirations. In contrast, green consumerism emphasizes environmentally responsible and ethically conscious purchasing decisions aimed at reducing the ecological footprint. This Study investigates the contrast between these two consumption paradigms, with a particular focus on the awareness and adoption of green consumerism across different wards. Using both quantitative and qualitative approaches, the study assesses consumer awareness, attitudes, and behaviours, alongside the influence of factors such as income, education, product availability, and trust in green claims. Results indicate considerable variation in awareness levels between wards, with some showing high consciousness but limited adoption due to price sensitivity, accessibility issues, and “greenwashing” concerns. The findings highlight that while environmental awareness is gradually increasing, targeted policy interventions, localized awareness campaigns, and improvements in market availability are essential to accelerate the transition from conventional consumerism to sustainable consumption practices. This Study contributes to understanding how socio-economic and contextual factors shape consumer choices and offers practical recommendations for fostering greener consumption habits at the community level.
Keywords Keywords: Green consumers, Factors, trends, Consumer Behaviour, Awareness, Environmental sustainability.
Discipline Other
Published In Volume 4, Issue 2, March-April 2026
Published On 2026-04-12
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