ABSTRACT
Industrialization in England brought mechanization and ease of doing work with it. However, this caused an almost irreparable damage to the environment. The severe consequences of environmental disturbance are visible in the form of increased number of natural disasters and acceleration of global warming. Concern for the environment coupled with government support has led people to look for green or eco-friendly alternatives and limit the exploitation of natural resources. Companies have now noticed the increasing demand for green products and have started directing their marketers to tap this whole new breed of green consumers (Luo and Bhattacharya, 2006).
