For many years, structure of climate has undergone through extreme issues and challenges. Simply, with every passing hour, problems of sustainable consumption and production have become more challenging and crucial than ever before. Change in the environment has become central to companies, policy makers, government, and consumers. Currently, we are all responsible for the consistent damage to the environment due to our materialistic desires.

Although, different actors play important role in preventing environmental problems, however, consumers play a big role in this process and contribute to the green revolution. For example, our daily activities are severely damaging the environment in a number of ways. These activities include cooking and eating at home or at the restaurant, clothing and fashion, driving a car, watching TV or going to cinema, using a cell phone, travelling and living, and even buying a plastic bag. All activities what consumers buy and use have a larger impact on the environment and on the well-being of all the living beings walking on earth, swimming in the seas and/or flying in the air.

Protecting the environment is not only necessary, but also obligatory. Change in consumer behavior is inevitable to contribute to green revolution thus to prevent further damage to the environment. Consumers’ concerns are not sufficient to challenge the already developed materialistic and acquisitive consumption habits. There is a need of change of such habits by buying and consuming ecological and environmental friendly products and services. Consumers have the ability to protect the environment by minimizing waste, saving energy, give to charity, share the food, use second hand products, and avoid being trapped to overspend money on things they do not need.

To protect the environment, we are saving not only the world, but also our current and future generations from the following disastrous consequences such as poverty, unemployment, species extinction, food and water shortage, ozone layer depletion, arctic ice melting, and social inequality. Nothing is impossible, but we the consumers if change our consumption habits will stop the damage and make this world a better place to live. I must conclude and finish my blog with this that “With faith, discipline and selfless devotion to duty, there is nothing worthwhile that you cannot achieve. ~Muhammad Ali Jinnah, and “Be the change you want to see in the world” ~Mahatma Gandhi.

Saleem ur Rahman
Doctoral student in Marketing
School of Marketing and Communication