Description

About The Book

Manjula Mallya M.’s book Green Consumerism Among Women in Mangalore City: Attitudes and Behaviours is an engaging examination of how environmental consciousness influences women’s purchasing decisions in a developing metropolitan setting. The book explores the motives, attitudes, and buying habits of women in Mangalore—a city where traditional values collide with contemporary environmental issues—using extensive empirical research. Using a combination of sociological understanding and environmental analysis, the study shows how media exposure, cultural norms, money, and education affect consumers’ decisions to make green purchases. It highlights the obstacles to sustainable consumption as well as the chances to promote environmentally friendly conduct in underdeveloped areas. For students, scholars, politicians, and anybody else with an interest in consumer behaviour, gender studies, environmental studies, or sustainable development, this book is a vital resource. It challenges readers to reevaluate the critical role women play in creating a more sustainable and responsible future. It is topical and thought-provoking.

About The Author

Dr. Manjula Mallya M is an accomplished academician, researcher, and institutional leader with over eighteen years of experience in higher education. Her areas of expertise include Economics, Environmental Governance, Ecofeminism, and Sustainable Development, with a strong focus on integrating gender perspectives into environmental and economic discourse. She is currently serving as Associate Professor and Head of the Department of Economics at Government First Grade College for Women, Balmatta, Mangalore. She has successfully completed her Post-Doctoral Fellowship in Economics under the guidance of Dr. V. B. Hans at Srinivas University, Mangalore. Her post-doctoral thesis titled “Prospects of Ecofeminism and Environmental Protection: A Neoliberalism Approach” critically examines the intersections between gender, ecology, and neoliberal policy, offering fresh insights into sustainability in the Indian context.
Dr. Mallya earned her Ph.D. in Economics from Mangalore University for her research titled “A Study on Green Consumerism Awareness and Behavioural Attitudes towards Green Products among Women in Mangalore City Corporation Area.” The study explored the dynamics of women’s environmental consciousness and green consumption behaviour, contributing significantly to the field of ecological economics. She has published over 35 research papers in UGC CARE-listed and peer-reviewed journals and authored textbooks in Economics prescribed under Mangalore and Mysore University curricula. A proactive academic leader, she has served as IQAC Coordinator, syllabus committee member, and research mentor, leading initiatives on curriculum innovation, sustainability education, and institutional quality enhancement. An active resource person for seminars and faculty development programmes on the SDGs, eco-education, and women’s empowerment, Dr. Mallya also engages in community outreach and environmental awareness initiatives. Her professional and research journey reflects a steadfast belief that empowering women and preserving the environment are complementary forces shaping a just and sustainable future.