Environmental attitude and ecological behaviour of Indian consumers

Abstract

Purpose

To create a sustainable environment, the aim of this study is to explore and identify the components of environmental attitude that can drive the specific ecological behaviour of Indian consumers. Further, it defines environmental attitude components as moderators and investigates them as predictor of ecological behaviour.

Design/methodology/approach

The constructs of environmental attitude (EA) and ecological behaviour (EB) are measured using standardized scales with modifications that represent demography of Indian consumers, then, introduced among 300 respondents. Factor analysis, correlations of the factors, and regression analysis are used to draw the results.

Findings

Constructs of EA and EB are found to be multidimensional and support the literature. Many of their components are found to be significantly correlated inferring that consumers behave ecologically in specific manners depending on the formed attitude. Also, findings suggest that EA components work as predictors of EB. Further, developing a positive environmental attitude is a step to achieve sustainable environment.

Research limitations/implications

An attempt is made to improve scales to best suit Indian conditions but development of a reliable and valid measure never ends. This may partly limit the generality of the results. To study fresh issues on Indian conditions, a new scale index can be tested. Researcher, producers, media, policy planners and executives will get a cue to generate relevant value of their work.

Originality/value

The paper is a maiden attempt on Indian consumers and has enough potential to change the behaviour for achieving sustainable living. It will strengthen the literature in extrapolating the consumer classes besides identifying two new components of EB: costly exercise and uncaring behaviour.

Citation

Singh, N. and Gupta, K. (2013), "Environmental attitude and ecological behaviour of Indian consumers", Social Responsibility Journal, Vol. 9 No. 1, pp. 4-18. https://doi.org/10.1108/17471111311307787