Advanced Search
MyIDEAS: Login to save this article or follow this journal

Exploring socially responsible behaviour of Indian consumers: an empirical investigation

Contents:

Author Info

  • Narendra Singh
Registered author(s):

    Abstract

    Purpose – With growing consumerism in the country, Indians need to behave in a socially responsible manner for its sustainable development. This study sets out to explore the extent of the relationship between the demography and socially responsible behaviour of Indian consumers. Design/methodology/approach – A slightly modified SRCB scale developed by Antil and Bennet with 34 Likert-type items along with a few demographic questions is introduced among two equal groups representing urban and rural consumers, because they almost equally contribute to the country's GDP. Findings – Urban respondents scored high in all demographic categories in comparison with rural consumers. Gender-wise, the behaviour was quite symmetrical in both the groups. Education-wise, inverse relationship is noticeable between the SRCB-mean values and educational-level; it may be due to the respondents' continuing education. The inference is reinforced while analyzing the SRCB-values across the age groups. Interestingly, younger ones particularly, the females are demonstrating high scoring on the SRCB-scale. Analyzing according to income-level revealed significant difference only for urban consumers. The lower-income category score high because they are non-earning (students) or have just begun earning. Research limitations/implications – The implications for green marketers are to focus on young consumers and more particularly the female population for creating loyal segment and gaining competitive edge. The policy makers need to promote urbanization for sustainable living and creating awareness of clean-green living. Young Indians are identified as being more promising and socially responsible than their elders. Originality/value – The paper makes an attempt to identify an insight into Indian consumers in terms of their socially responsible consumption behaviour. It presents a base for future studies on consumer social responsibility.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=960F96967BFD9DB8F9198AFCE2063ADD?contentType=Article&contentId=1796077
    Download Restriction: Cannot be freely downloaded

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Emerald Group Publishing in its journal Social Responsibility Journal.

    Volume (Year): 5 (2009)
    Issue (Month): 2 (June)
    Pages: 200-211

    as in new window
    Handle: RePEc:eme:srjpps:v:5:y:2009:i:2:p:200-211

    Contact details of provider:
    Web page: http://www.emeraldinsight.com

    Order Information:
    Postal: Emerald Group Publishing, Howard House, Wagon Lane, Bingley, BD16 1WA, UK
    Email:
    Web: http://www.emeraldinsight.com/srj.htm

    Related research

    Keywords: Consumerism; Consumption; Sustainable development;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eme:srjpps:v:5:y:2009:i:2:p:200-211. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Chris Harris).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.