We examine the role of socio-demographic factors on consumers’ pro-environmental behavior –a subset of ethical behavior and analyze its implications in an emerging market, with a sample study from India. Multivariate analysis of variance was performed as research method. Results show that males display higher PEB than their female counterparts. Married consumers score more on PEB than single. Mid-age consumers also score high on PEB than young and old-age consumers. Furthermore, highly educated consumers are more pro-environmentalist than graduates and post-graduates. (...) The novelty of this study is that centers on the use of demographic variables interactively in order to form microsegments. For instance, married men score more on PEB scale than unmarried men and women and prefer green channels even more. On the contrary, unmarried women display no hesitation in paying more for energy-efficient goods compared to married men and unmarried men. Marketers may aim in setting such PEBs as the moral standards among consumers being an easily identifiable segment as their prime target. (shrink)