THE IMPACT OF CONSUMER’S ENGAGEMENT IN PRO ENVIRONMENT ACTIVITIES ON THE PREFERENCE FOR GREEN FOOD PRODUCTSDeepika Jindoliya and Gagandeep NagraAbstract 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 earthâs 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 consumerâs 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 personâs pro-environment behaviour directly translates into his/her preference for an eco-friendly product. |