Environmental issues have become increasingly important in recent time. Consumers have become more aware demanding in favour of environment friendly products. Marketers as well as producers start to produce eco-friendly products because of increasing requirements and it is favourable for the environment. The firms focus and stress on production, seeing the consumption and marketing of such products ensuring environmental safety. This concept is known as ‘Green Consumption’. Why Green products are important, why companies launch Green Products, who are concerned about the environment, can be convinced and supported their purchasing decisions. Since ‘Go Green’ concept is in its infancy period in India and people are not aware about it, so they do not bear the cost which may be high rather than the products of without green concept, they purchase or demand the cheaper one. Green products are better for our environment but the people, being unaware, do not know the utilities of green products. This is the main challenge before our marketers and producers. This paper identifies the emerging trend of green business in India to meet out the consequences behind ‘Go Green’ Concept. The paper also describe the reason why companies are adopting it and concludes that green consumption is something that will grow both in practice and demand in future.

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Keywords: Green Consumer Behaviour, Environmental Concern, Green Products.