Exploring socially responsible behaviour of Indian consumers: an empirical investigation

Abstract

PurposeWith 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/approachA 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.FindingsUrban 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/implicationsThe 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/valueThe 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.

The Influence of Household Heterogeneity Factors on the Green Travel Behavior of Urban Residents in the East China Region

“…The research results of Plaut demonstrated that those under 25 years old showed a higher propensity for non-motorized travel [25]. The study of Klineberg et al [26] and Singh [27] showed that younger age groups gave higher attention to ecological environmental problems and a higher implementation rate of pro-environmental behavior and had a social responsibility in consuming behavior with sustainable development. However, some studies have pointed out that older age groups may pay more attention to recycling and find it easier to implement sustainable consuming behavior [28,29].…”

“…Both Scheiner's investigation of German residents' travel modes from 1976 to 2002 [43] and Hjorthol's investigation of Norwegian residents' travel modes from 1992 to 2005 [44] showed that the influence of gender on travel mode chosen fell off rapidly, in other words, there was no significant difference between males and females in the area of travel mode choice. Some studies indicate that there was no significant correlation between education and green travel behavior; however, some studies found a negative correlation; for instance, Singh found that the implementation rates of socially responsible consumer behavior of those people with a higher education were lower [27], and Böhler et al pointed out that the group with a higher educational background were more inclined to choose motorized travel [31]. In addition, some studies demonstrate that there was no significant correlation between income and green travel behavior; however, some studies found a negative correlation; for instance, Samdahl and Robertson found that the environmental awareness of low income residents was noticeably higher than the social average level [45], and both Singh [27] and Wang [29] found that low income residents were more inclined to implement recycling consumption behavior and socially responsible consumer behavior.…”

“…Some studies indicate that there was no significant correlation between education and green travel behavior; however, some studies found a negative correlation; for instance, Singh found that the implementation rates of socially responsible consumer behavior of those people with a higher education were lower [27], and Böhler et al pointed out that the group with a higher educational background were more inclined to choose motorized travel [31]. In addition, some studies demonstrate that there was no significant correlation between income and green travel behavior; however, some studies found a negative correlation; for instance, Samdahl and Robertson found that the environmental awareness of low income residents was noticeably higher than the social average level [45], and both Singh [27] and Wang [29] found that low income residents were more inclined to implement recycling consumption behavior and socially responsible consumer behavior. The majority of studies have demonstrated that there was no significant relationship between residents' occupations and their environmental behavior [46].…”

“…The majority of studies have demonstrated that there was no significant relationship between residents' occupations and their environmental behavior [46]. Overall, scholars believed that social demographic variables did not have a significant impact on green consuming behavior [27,47].…”

Consumer attitude towards intention to purchase green foods in chicken meat industry

“…(Singh, 2009). For the environmentally concerned consumer, reducing current consumption amounts is not the only option today, as green alternatives for many products are available.…”