Abstract
Environmentalism has become an important social and corporate issue during the twenty-first century. Consumers are becoming more environmentally conscious and are demanding green products from manufacturers. This has resulted in the emergence of new concepts like green marketing and green consumerism. Over the years various studies have investigated the concept of green consumer behaviour and have listed out factors that work as either barriers or enablers when it comes to consumer adoption of environmentally sustainable products or lifestyles. The present study aims to identify and evaluate the enablers that facilitate consumer adoption of green products. Using Interpretive Structural Modelling a series of initial relationships was established that predict how the joint effect of these enablers affect green consumer behaviour and green product adoption.
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