http://iaeme.com/Home/journal/IJM 303 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 7, July 2020, pp. 303-316, Article ID: IJM_11_07_029 Available online at http://iaeme.com/Home/issue/IJM?Volume=11&Issue=7 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI 10.34218/IJM.11.7.2020.029 : © IAEME Publication Indexed Scopus ATTITUDE OF INDIAN CONSUMERS TOWARDS GREEN PRODUCTS Dr. Gunjan Anand Assistant Professor, Prestige Institute of Management & Research, Indore, India Dr. Sopnamayee Acharya Assistant Professor, Prestige Institute of Management & Research, Indore, India ABSTRACT Increase in worldwide environmental issues attracted enormous focus on itself in last few decades. Growing and fast urbanization of human colonies are increasing environmental safety as necessity and phase of a greater agenda. There are multiple sources for the depreciation of environment. India as a developing nation wants to prevent pollution and preserve its natural resources. Awareness of Environmental issues are attitudes represent environmental consciousness. Accordingly, this study empirically explores the mind-set of Indian consumers concerning the environment in general and precisely towards green products. A survey used to develop and headed is throughout India. In current study 150 Indian consumers responded the questionnaire. The current study tried to understand the factor that influences environment focus behavior for green products along with perception towards purchase of green product. The outcome would assist government towards the higher recognize consumers' environment conscious behavior, with focus on developing effectual environmental policies essential to advance green purchase. Moreover, companies will have wisdom about how to contour consumers in India, to advance tremendous messages that will functionally and emotionally allure the target customers. Key words: Environmental Conscious, Attitude, Green Product and Behavior Cite this Article: . Gunjan Anand and Dr. Sopnamayee Acharya, Attitude of Indian Dr Consumers towards Green Products, International Journal of Management, 11(7), 2020, pp. 303-316. http://iaeme.com/Home/issue/IJM?Volume=11&Issue=7 1. INTRODUCTION As per National associat n of Attorney generals (1990), organizations are under moral io pressures to follow and implement environmental laws prescribed by respective governments. But after many decades also study prove that green purchase behaviours are inconsistent (Nguyen et. ., 2019). Still we need to study further to study the relationship between values al and environment friendly behaviours of human beings (Gonzalez et. al., 2015; Zibenberg et.