Environmentalism has become an important social and corporate issue during the twenty-first century. Consumers are becoming more environmentally conscious and are demanding green products from manufacturers. This has resulted in the emergence of new concepts like green marketing and green consumerism. Over the years various studies have investigated the concept of green consumer behaviour and have listed out factors that work as either barriers or enablers when it comes to consumer adoption of environmentally sustainable products or lifestyles. The present study aims to identify and evaluate the enablers that facilitate consumer adoption of green products. Using Interpretive Structural Modelling a series of initial relationships was established that predict how the joint effect of these enablers affect green consumer behaviour and green product adoption.

The present study aims to enumerate the issues of biodiesel supply chains in India. After an extensive literature review to access the current state of research on biodiesel, primary data was collected from academic experts and industry professionals engaged in biodiesel research and production. Ten issues were identified by the experts and pairwise rating of these issues were also done by the same experts. The issues were prioritised using the analytic hierarchy process (AHP) method. The results of the AHP analysis revealed that issues such as seasonality, variability in yield, logistics, and storage are the major issues that have a bearing on the supply chain of biodiesel. The study also suggests implications for theory and practitioners and policy actors. The present work is unique in the sense that research on the issues of biodiesel supply chains in India is meagre.