The Himalayan region in India remains a popular tourist destination. It attracts massive inflow of tourist in this region round the year. Most of the tourist comes here for either for adventures or pilgrimage purpose. For the purpose of study we have chosen Uttarakhand as it provides both...

In the light of current emphasis on the environmental concerns, one wonders to what extent does a consumer contemplates about the impact of his consumption on the environment.Most green marketing literature is strongly based on the assumption that a consumer's environmental awareness is a...