Synopsis Green consumerism pertains to consumption, where corporates and individual consumers both, identify and value products and services generated in a sustainable manner. The choices that we, as consumers, make to consume certain products and services or to adopt a certain lifestyle, have a direct or indirect impact on the environment and our personal or collective well-being. This is why the topic of green consumerism has become a central focus for national and international policy. The green consumerism movement was primarily aimed at persuading or influencing the mass of consumers in developed countries to adopt green consumerism. However, the movement is not restricted to consumers in developed countries, nor solely to consumers. Producers, government bodies, policy makers, NGOs and environmental activists have equally important roles to play in making this movement successful. The basic idea is to awaken the human consciousness and to influence the market to change its ways of production, marketing and consumption. This book focuses on the concept of green consumerism, examines consumer attitudes and behaviour towards green products and services, and also presents the state of affairs in a few different countries with respect to green consumerism. These countries include The Netherlands, France, Australia, the US, Canada and a few Asian countries including India. The book will be of interest, primarily, to business executives, marketing professionals, business students, and business teachers. By reading this book, business executives and marketers can be armed with requisite knowledge about green consumerism, adopt sustainable business practices, and marketing strategies to meet the needs of green consumers. Business students and business teachers can update themselves about this new trend in business and consumer behaviour.