ABSTRACT

 
Article : VITALITY OF NURTURING VALUE ORIENTED ENVIRONMENTAL CONSCIENCE IN EVOLVING VIRTUOUS GREEN CONSUMERS AMONG STUDENTS OF HIGHER EDUCATION
Author Name : Dr. M. N. Mohamedunni Alias Musthafa
Abstract : A human dimension model of sustainable development can be attained through innovative educational efforts that mould the individuals with excellent values, morals and beliefs in tandem with knowledge and skills. Nurturing green prodigies through Environmental Value education is the need of the hour for addressing the issues related to environmental deterioration resultant of consumer actions. Fostering Green Consumer Behaviour among students through education must develop a cadre of learners who are adorned with action competence for exercising environmental stewardship. The present study aims at analysing the effect of Environmental Values on Green Consumer Behaviour of Higher Education students. A representative sample consisting of 250 undergraduate students under the University of Calicut in the State of Kerala were selected. Data was collected using standardized tools and analysed using statistical technique ANOVA using SPSS 20. The findings of the study revealed that there is significant effect of Environmental Values on Green Consumer Behaviour of undergraduate students. This implies that the Environmental Values of students influences the consumer decisions which are manifested in the form of Green Consumer Behaviour. The findings shed light on the essentiality for a value oriented environmental conscience through Environmental Value Education in tandem with Consumer Education in colleges and universities for evolving virtuous green consumers who are proactive towards maintaining the quality of environment by sustainable lifestyles.
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