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to Spangenberg (2013), sustainable development cannot be reached by incremental
enlargement. There is need to redesign not only production infrastructure and
consumer product but also the consumption pattern and behavioral routines. Sustainable
consumption is difficult to understand, the conventional approaches to
understand consumption, and consumer behavior is insufficient to promote and
understand the sustainable consumption (Peattie & Collins, 2009).  The earth is full of resources to support the
human needs; it makes sustainability a critical issue for the government,
seeking to ensure that there are increases in countries societal and economic
wellbeing and also the companies seeking to deliver the goods and services. In
western economies where the free market economic system is adopted, the
consumer decides what to purchase and how to consume, based on their needs and
wants. The concept of sustainable consumption is studied by the researcher by
focusing on the consumption habits of consumer (Connolly & Prothero, 2010).
Previous work found that consumer is inconsistent in their behavior with
regards to the environmental impact. It is articulate that the overall
consumption rate is escalating because the consumer consume more green goods
than non-green goods.

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aims of the research is to inspect how consumer interpret sustainable
consumption, and  how the modifying
behavior, attitudes and intentions can be assist by calculating a holistic
measure of environmental impact. Another aim is to scrutinize and explore the
sustainable consumption and consider possible roles for public policy maker,
marketer and consumer researcher in addressing the challenges faced by the
sustainability that saturate the planet. The future aspect for the topic must
be systematic and comprehensive and it would benefit from a variety of
different perspectives.

The research will cover three areas, first one it consider
the inconsistency between the attitudes and behaviors of consumers with respect
to sustainability. Second, it broadens the agenda to explore the role of
individual citizens in society. Third, it proposes a macro institutional
approach to fostering sustainability.



research different statistical tools will be used for the qualitative and
quantitative analysis to scrutinize how the intentions, attitudes, and knowledge
shape the consumer behavior, as assessed though a holistic measure of
consumers’ environmental impact. The regression analysis is the best
statistical tool to identify the relations ship between dependent and
independent variables, how they affecting each other.  By analyzing the results it will be find out
that how consumers contemplate their entire environmental impact, and it will
be analyzed whether the consumer behavior or attitude undertake a systematic
assessment of the consumer consumption. According to Sheth, Sethia &
Srinivas (2011), present sustainability have three major deficiencies; it does
not take a holistic approach, it does not directly focus on the customer and it
does not recognize the looming threats from rising global consumption.   


Implications or Excepted outcomes:

consumer behavior creates a huge environmental impact than others, as the environmental
impact is determines by an individual aggregate consumption. By focusing the
impact of an individual set of consumption decisions, consumer will be able to
make good decision regarding consumption of goods and services and the
consumers will be able to make purchases according to their needs and wants and
their decision will be based on their own interactions. Because of the
boomerang effect there is a need to focus on aggregate consumption rather than
focusing on specific individual behaviors. The conventional approach to
understand consumer behavior and consumption is insufficient to promote and
understand sustainable consumption (Peattie
& Collins, 2009). The research work will help designers to meet the challenge of working
at the interface between sustainable production and consumption (Spangenberg, 2013).


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