Go Green is the motto of all these days. What is the green drive? What is this buzz about going organic? Anything that grows is being turned into organic. Is it that organic fabrics feels any better or softer, or organic food tastes any better. Well NO. Yet every piece of clothing, food, packaging, designer products which have a green tag to it are highly expensive. So what is this price we are paying for; if its not better in any way to our body?

Going green means bringing, strong virtue longevity to our planet Earth; popularly known as Sustainability. Consumers believe that the threat to the planet is through manufacturing processes which emit fumes, leave back residue of chemicals, lead to water and land contamination. What consumers don't realize is that almost everything manufactured / grown for commercial purposes leads to all of the above problems. Some may have the impact immediately but on a low level, others could be slow but extremely damaging.

Consumers in many countries are taking responsibility and are buying the right products which lead to a high demand in the Green products. Consumer awareness and motivation continue to drive change in the marketplace, notably through the introduction of more energy-saving and eco-friendly products.

The Indian consumer

Green is slowly and steadily becoming the symbolic color of eco-consciousness in India. Although the Indian consumer has much less awareness of global warming issues, thus today very few Indians think about these issues. Most of them are content to move along the economic ladder without giving a lot of thought to their environmental footprints. Of the Indian population, the middle and upper class citizens are the most environmentally concerned segment. The lower classes are still struggling to survive, and for them price and convenience are their chief considerations. Initiatives from industry and the government are also quite cold.

Although there are signs of increasing receptiveness to going green, apparently Indian consumers want to do the right thing but they don't have the appropriate knowledge. Green products are not clearly labeled in Indian markets today, and there aren't a lot of ad campaigns touting green options.

Nevertheless, a viable green movement is emerging in the nation and this is largely because green is already a force to be reckoned with in the West and because it is beginning to make business sense for Indians. Indians did not experience the joys of consumerism until very recently. This is the reason why they have a natural inclination to be value-conscious. There are also social factors contributing to a penchant for green. But there is still a long way to go.

India is expected to be the world's third largest economy by 2030, (a report submitted by Standard Chartered Bank). The country's youth will be the forerunner of the country's green movement. Knowledgeable, aware, conscious and motivated about eco - conscious trends in the rest of the world, they will be among the first to stand up and take notice of green brands.


The challenge for India's green brands


India's brands need to help raise consumer consciousness, given the current low levels of consumer awareness about global warming. Even as consumers have a low awareness of them because so few are available, Indian manufacturers have yet to find a market for green products. Indian brands can break this vicious cycle, by embracing the green imperative, and investing in green initiatives and consumer education. Brands need to suggest that health and wellness or safety claims are most compelling to consumers and indicates that environmentally safe is the preferred term for green products. People everywhere are looking to leave a smaller carbon footprint, from buying such products which are reusable and are gentle on the planet. Increasingly and surprisingly, this attitude extends to expectations about apparel, too.


According to the Cotton Incorporated Lifestyle Monitor survey, currently, nearly two-thirds of all women feel better quality garments are made with natural fibres. That number reflects a substantial increase of 11% over the last five years.(reported at WGSN) But before every brand starts slapping "eco-friendly, all-natural" hang tags on their clothes, companies should take note: the Federal Trade Commission is revamping its Green Guides, which state just how "green" claims can be made.


The majority of consumers are still not willing to spend more "green" on green and this is found through several studies. Consumers are interested in cutting back on their purchases - but they want quality products that are dependable and will last, when they do buy. It is not just about buying products made of organic fabrics. This concept is part of the sustainable mission that includes environmental, social and economic-related considerations as to how and where our products are made and by whom.

 

Ethical consumerism is the intentional purchase of products and services that the customer considers to be made ethically. This may mean with minimal harm to or exploitation of humans, animals and/or the natural environment. Ethical consumerism is practiced through 'positive buying' in that ethical products are favored. (Defined at Wikipedia)


The rise in ethical consumerism and green brands that identify themselves as ethical, has led to a rise in ethic-based decisions in the mass market, enabled by increased understanding and information about businesses practices.


Conscious consuming


Once strong consumer awareness is created, Conscious Consuming will take hold of the market. Conscious Consuming is a social movement that based around increased awareness of the rationalizes unnecessary and even unwanted consumption by saying that "it's for a good cause.


Consumers in many countries are aware of environmental problems but they lack information on the environmental impact of the products they buy. Companies who pretend to be "Greener" than they really are or who mislead the public are not uncommon in the new drive of "Green marketing". Often marketing people and advertising agencies do not know much more than the general public on the subject.


So far, the concern is one thing and actions are another. Surprisingly, according to a study, (WGSN) taking into account the environmental friendliness of a product was the least important factor in consumers' purchase decisions. Only 16% of consumers believe that environmentally-friendly qualities are important when purchasing a product.


Ending on a note that, the consumer believes in value for price, and his health. Not understanding that the if the planet perishes, so will HE