In recent years there has been a major emphasis and interest in green consumption. Therefore, companies are promoting their products with green branding, eco-labeling and green packaging strategies in order to attract environmentally concerned consumers. The main purpose of this paper is to examine two attitudinal correlates of environmentally conscious consumer behavior (ECCB), namely, perceived consumer effectiveness (PCE) and ecological concern (EC). A study was conducted among consumers in Tamilnadu, India. A detailed online survey was conducted with the help of a well-structured questionnaire. 207 responses were taken for final data analysis. PCE was found to be the most significant predictor of ECCB. Multiple regression analysis revealed that both the attitudinal correlates together explain about 59.1% variation in ECCB. © Serials Publications