INTRODUCTION Sustainability proposes that socially responsible companies somehow financially outperform other less responsible companies in the long run, due to customer loyalty, improved employee morale, or public policies that encourage ethical conduct . Empirical results testing this hypothesis are mixed and do not suggest that more responsible firms, on average, have a clear financial advantage nor a large burden. A useful approach is to determine specific circumstances under which a company may actually find the more responsible approach to be more profitable and under which circumstances responsible behavior can be pursued without an overall significant disadvantage. And on top of that are the ethical responsibilities a company faces when a more responsible approach can be more costly. The individual, the company, the society The different ethical beliefs of individuals vary. For example: some are willing to work for the tobacco industry while others are not. Some are willing to mislead potential customers while others normally do not. There are, however, also broader social and corporate values ​​that can influence the individual corporate decision maker. In cultures where the more restrictive interpretation applies, a firm may be unwilling to set up an interest-based financing plan for customers who cannot pay in cash. Instead, the company could charge a higher price, without any additional interest charges. Some companies also have their own ethical positions, implicitly or explicitly. For example, Google has the motto “Do no evil”. Other companies, on the other hand, may actively encourage lies, deception, and other objectionable behavior. Some companies choose to sell in less developed countries products that have been banned because a… half of paper… go beyond the guidelines of a specific industry and region to inculcate environmentally friendly practices in doing business in every function. They just don't simply use the concept of "green" to market their products and services. Consumers will often notice the decrease in carbon footprint rather than purchasing an eco-friendly car that reduces costs. Only a very small segment of the population has the exposure and knowledge needed to switch to organic products, clothing, footwear and the like. What will make a consumer loosen their wallet to own or use a green brand? Engagement from Indian consumers will come in a matter of time. Indian consumers prefer to buy products that help add money to their wallet. The resulting ecological benefits are seen as an extra piece of candy in their bag.Works Citedhttp://www.afaqs.com/news/story/30613_Not-so-Green-After-AllConsumer PsychologyWikipedia