The genesis of consumerism lies in the disadvantageous position faced by consumers, in spite of the apparent natural protection from unscrupulous marketers provided by free market competition. The consumer movement has grown largely through the efforts of consumers themselves, with requisite backing by various voluntary organizations, national governments, international agencies, etc. It has now also extended to green consumerism and expectations of socially-responsible marketing from the marketers.

Traditionally, "consumerism is concerned with protecting consumers from all organizations with which there is an exchange relationship. It encompasses the set of activities of the government, businesses, independent organizations and concerned consumers, and is designed to protect the rights of the consumer."1

A remarkable development witnessed in recent times is emphasis on the consumer as the focal point of the economic system. Under the modern marketing concept, the consumer is the fulcrum around whom the entire marketing activity revolves. All of us are, in fact, consumers in one way or the other. We eat food, buy various necessities, pay rent and taxes, and hire services. The moment a person enters into a shop and buys something, he becomes a consumer. Thus, consumers are the end-users or b eneficiaries of products and services.

The primary objective of marketing is to allocate scarce resources efficiently so as to satisfy the needs of consumers to the best possible extent. Adam Smith, father of Modern Economics said, "Consumption is the sole end and purpose of all production and the interests of the product ought to be attended to, only as far as it may be necessary for promoting those of the consumer"2. This idea underlines the concept of consumer sovereignty. This is reflected in well-known statements like "Customer is king".

Consumerism, Evolution and Development, Modern Economics, National Governments, Business Transactions, Conventional Marketing, Marketing Tools, Technological Advancements, Fulcrum, Economic Democracy, Advertising Facility, Environmental Pollutants.