Ecology, Environment and Conservation Paper

THE IMPACT OF CONSUMER’S ENGAGEMENT IN PRO ENVIRONMENT ACTIVITIES ON THE PREFERENCE FOR GREEN FOOD PRODUCTS

Deepika Jindoliya and Gagandeep Nagra

Abstract

The scientists and environmentalists have been rooting for adaptation of eco-friendly lifestyle for a very long time. Human activities in the past few decades had caused irreversible damage to the earth’s ecosystem. The industrial revolution, deforestation, and indiscriminate use of chemical fertilizers in farming has not only affected the environment adversely but also posed a threat to human health. So it is of considerable significance to promote eco-friendly food products that are grown and processed with a sustainable perspective, taking into account the welfare of all stakeholders. This research study is an attempt to find out the effects of consumer’s engagement in pro-environment activities on preference for green food products. A sample of 210 respondents is analysed for the study. It is observed that a person’s pro-environment behaviour directly translates into his/her preference for an eco-friendly product.