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Environmentally Responsible Values, Attitudes and Behaviours of Indian Consumers

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  • Rajarshi Majumder
  • Daria Plotkina
  • Landisoa Rabeson

Abstract

This study explored the relationship between egoistic, altruistic and biospheric values and pro-environmental attitudes, as well as their impact on the pro-environmental behaviours of Indian consumers. India is currently facing the burgeoning challenge of a rapidly increasing urban population, which is leading to waste segregation issues in households and the need for sustainable green products due to rising awareness among consumers. The goal of this research was to understand the effect of Indian consumers’ values and pro-environmental attitudes on the following three specific behaviours: waste-sorting intention, green-consumption intention and social-activity intention. The authors found that values were positively related to pro-environmental attitudes, which in turn positively impacted the three pro-environmental behaviours. These findings suggest that, in order to strengthen individuals’ perceptions of the individual benefits of a cleaner and better environment, marketers should promote responsible consumption in tandem with government policymakers.

Suggested Citation

  • Rajarshi Majumder & Daria Plotkina & Landisoa Rabeson, 2023. "Environmentally Responsible Values, Attitudes and Behaviours of Indian Consumers," Environmental Values, , vol. 32(4), pages 433-468, August.
    • Handle: RePEc:sae:envval:v:32:y:2023:i:4:p:433-468
    DOI: 10.3197/096327122X16611552268645
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    References listed on IDEAS

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    1. Matthias Basedau & Simone Gobien & Sebastian Prediger, 2018. "The Multidimensional Effects Of Religion On Socioeconomic Development: A Review Of The Empirical Literature," Journal of Economic Surveys, Wiley Blackwell, vol. 32(4), pages 1106-1133, September.
    2. Yadav, Rambalak, 2016. "Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 92-97.
    3. Maria Barreiro-Gen & Angela Carpenter & Robin Von Haartman & Rodrigo Lozano, 2019. "Examining Relations Between Public Participation and Public Expenditure: Opinions from English and French Users on Environmental Issues in the English Channel," Sustainability, MDPI, vol. 11(8), pages 1-14, April.
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