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 earthââ¬â¢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 consumerââ¬â¢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 personââ¬â¢s pro-environment behaviour directly translates into his/her preference for an eco-friendly product.