43 THE JOURNAL OF ORIENTAL RESEARCH MADRAS ISSN : 0022-3301 | October 2021 BRAND BEHAVIOUR FOR THE BETTER* BY Dr. Srinivasan Iyer  Associate Professor, Dept of Commerce, Jain University, Bangalore.560076 Mr. Kunal. B. Soni  Assistant Professor, Dept. of Accountancy, Maharshi Dayanand College of Arts, Science & Commerce, Parel, Mumbai 400012 Abstract: In a year where the marketing is a thing which is eagerly pursued or sought after from chaos has been even harder than usual, but one trend seems to be staying the course: that of conscious consumerism The after effect of macro economy such as Brexit and pandemic Covid 19, the awareness and the conscious of the consumer is gaining popularity. There has been steep rise un social conscious movement such as veganism, recycling, upcycling, plastic-free production, gender pay equality – as well as the looming spectre of climate change – show that conscious consumerism will only become more important participants as well as the victim of the current trend and situation Keywords: Conscious consumer, consumerism, brand loyalty Received 08 September 2021, Accepted 30 September 2021, Published 16 October 2021  Correspondence Author: Dr. Srinivasan Iyer Introduction: According the report of the survey done by Research Agency Walnut in the 2019 shows that there has been rise in the conscious of the consumer. It shows that up to to76% of Consumer in England are very consciously changing the behaviour in buying FMCG such as dairy product, meats, plastic recycle products and apparel. The survey concludes that such a vibrant movement of conscious consumerism is a very important step which cannot be ignored by brands. Consumer are getting attracted to those companies and manufacturer who reflect their own desire to be more eco-friendly and caring to the earth. This stands as an opportunity and competitive advantage for the company as this movement has made consumers to adapt and embrace such products in the market.