Green Food: A small step to implement Green Governance in India

Green Food: A small step to implement Green Governance in India

Every day consumers around the globe are making a shift toward healthier and more environmentally conscious lives, especially concerning their food preferences. It is expected that this trend will only strengthened in the future under the influence of consumers' increased and continuously growing interest in nutrition, health, and environmental protection , in addition to the influence of increased confidence of consumers based on the certification and improvement of the availability of these products through their increasing penetration into standard channels of distribution. In line with that, many food producers focus their efforts on targeting prospective green food buyers in the best possible way. Of all the forms of environmentally-oriented consumer behavior in India, the most accepted and widespread is precisely the behavior related to the purchase of green food products, and this kind of behavior has recently become one of the main research focuses for Indian Researchers from the different research and development disciplines. Another reason for this, lies in the fact that the Republic of India, strategic development directions are based on factors that are closely related with the production of healthy food and the preservation of the environment. This is particularly priority today in Whole nation. Considering a high growth potential for green governance and in terms of production and distribution of green food products, this topic is of the utmost importance for all stakeholders interested in sustainable food industries. This is further emphasized by the fact that consuming locally grown and processed food is particularly important issue when green food is concerned. On the other hand, the existing literature does not provide sufficient information and knowledge about consumers, necessary for development of marketing strategies in this growing market. In order to achieve positive synergy of different stakeholders and to steer their actions in the right direction, they need to have a deep understanding of the main factors that drive the decision to buy green food.

Green food is perceived by today’s consumers as environmentally friendly and safe to consume.  The present paper highlights the need and inclination towards green food for proper implementation of Green Governance in India.

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