Consumers' concern with green issues is a worldwide subject that continuously changes their lifestyle into becoming more environmentally responsible. Consumer’s environmental responsibilities are related to the interest towards the biophysical environment and its problems related to the consumer and the surroundings. Many developing countries effective launch campaigns to promote “Green Consumption”. Consumers' awareness on products marketed in green marketing is important in guiding their purchasing decision of green products. This study aims to understand the consumer environmental responsibility towards green consumption and usage of plastic product in Muscat city. This research provides a brief review to identify the green values of the consumers, their level of awareness about environmental responsibility, green products and practices. The study was conducted on 162 respondents. Responses were randomly drawn from common public in Muscat city with the help of a structured questionnaire. Data has been analyzed by using t test, linear regression, paired comparisons test and weighted average. Research finding shows that there is a medium level of environmental responsibility towards green consumption practices and products was found among the consumers still consumers have shown positive attitude towards green products. This has given good insights for the policy makers and suggests designing more intensive awareness campaigns promoting green products due to high green value among the consumers. This study has implications for marketers as well as consumers to make a good cause for start of an era of green marketing in Sultanate of Oman.

Consumers' concern with green issues is a worldwide subject that continuously changes their lifestyle into becoming more environmentally responsible. Consumer’s environmental responsibilities are related to the interest towards the biophysical environment and its problems related to the consumer and...