This study investigates the effects of consumer’s environmental awareness and responsibility towards personal norms in shaping pro-environmental behaviour in Gurjat Context. Many of today’s environmental issues are directly or indirectly a consequence of people’s everyday behaviour. Indeed, as environmental concern has today become a universal phenomenon, understanding of the perspective and through its motivational domains is of much significance to strategic decisions of organizations. Literature indicates that different motivational factors can be formed attitudes toward pro-environmental behaviour. Thus knowledge, beliefs and norms are guiding principles of individual’s life that govern the decision making.

In this context, research indicates that environment has had an explicit impact on consumer behaviour according to the awareness of environmental consequences, responsibility and norms held by consumers (Stern, 2000). Consumer’s environmental norm has become an effective contributor to identify target markets and motivate consumers to engage in pro-environmental behaviour intension in the Gujrat context are not yet explored empirically. Therefore, the study examines how the consumer’s awareness and responsibility of environmental problems affect pro-environmental behaviour in Gujrat.

A survey approach was adopted comprising individual’s ethical values and political actions and pro-environmental behaviour. A random sample of 250 consumers who made purchasing decision was taken for data collection. Self-administration questionnaire was used to collect the data and analyzed using both descriptive measures and regressions between variables. The survey instrument was measured to be both reliable and valid. The accuracy of the analysis is dependent upon the self reported behaviour of the respondents.

The results of the data analysis revealed that consumers’ environmental awareness found to be used good predictor to activate personal norms or feelings of a moral obligation to create a willingness to act pro-environmental behavior in Gujarat. It is also revealed that gender differences and marital status affect green behaviour intension. E.g. for female consumers and unmarried people have a strong positive affect for pro-environmental behaviour intension in Gujarat.

The results of this study will provider to business planners with valuable insights on consumer behaviour as applicable to understand the green market segments in Gujrat in order to develop effective green strategies. Academics can develop and measure environmental ethics the using locally developed measures than using south criteria and results to build theoretical models that would further expand the pro-environmental domain.