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Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences

Sustainable consumption practices in Indian households: a saga of environment management linked... This study aims to investigate the domestic sustainable consumption practices in Indian households and the motivations to do so. These practices also contribute to environment management and its impact on Indian society through the action of reusing, reducing and recycling of consumed products for two generations, namely, the Baby Boomer and the Generation Z.Design/methodology/approachAn exploratory qualitative research was undertaken in which the data were collected through personal interview technique with 64 respondents including males and females from the generations of Baby Boomers and Generation Z of Indian households.FindingsThe theoretical framework of the 3R was extended to inculcate broader themes like awareness, action and motivation for the domestic sustainable activities. The findings conclude that the domestic sustainable consumption practices of Baby Boomers in India were far more advanced than their Generation Z counterparts. These two generations differed in their awareness sources, actions of sustainability and the motivations for undergoing the domestic sustainable activities. Managerial implications have been framed for organisations like start-ups, sustainable firms, government organisations and second-hand product vendors. These practices in such organisations could help in the enhancement of circular economy through the domestic waste disposal.Practical implicationsPractical implications are for organisations that can consider the domestic sustainability consumption practices while planning their strategies to maximise stakeholder satisfaction through their corporate social responsibility initiatives and create more goodwill and growth avenues for their businesses.Originality/valueWhere most of the past literature concentrates on the supply chain and manufacturing initiatives of sustainability or sustainable consumption, very few studies look at the angle of domestic sustainability initiative and how they could be linked to the initiative of circular economy. This paper fills this gap in past literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Society and Business Review Emerald Publishing

Sustainable consumption practices in Indian households: a saga of environment management linked to Indian ethos and generational differences

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1746-5680
eISSN
1746-5680
DOI
10.1108/sbr-08-2021-0132
Publisher site
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Abstract

This study aims to investigate the domestic sustainable consumption practices in Indian households and the motivations to do so. These practices also contribute to environment management and its impact on Indian society through the action of reusing, reducing and recycling of consumed products for two generations, namely, the Baby Boomer and the Generation Z.Design/methodology/approachAn exploratory qualitative research was undertaken in which the data were collected through personal interview technique with 64 respondents including males and females from the generations of Baby Boomers and Generation Z of Indian households.FindingsThe theoretical framework of the 3R was extended to inculcate broader themes like awareness, action and motivation for the domestic sustainable activities. The findings conclude that the domestic sustainable consumption practices of Baby Boomers in India were far more advanced than their Generation Z counterparts. These two generations differed in their awareness sources, actions of sustainability and the motivations for undergoing the domestic sustainable activities. Managerial implications have been framed for organisations like start-ups, sustainable firms, government organisations and second-hand product vendors. These practices in such organisations could help in the enhancement of circular economy through the domestic waste disposal.Practical implicationsPractical implications are for organisations that can consider the domestic sustainability consumption practices while planning their strategies to maximise stakeholder satisfaction through their corporate social responsibility initiatives and create more goodwill and growth avenues for their businesses.Originality/valueWhere most of the past literature concentrates on the supply chain and manufacturing initiatives of sustainability or sustainable consumption, very few studies look at the angle of domestic sustainability initiative and how they could be linked to the initiative of circular economy. This paper fills this gap in past literature.

Journal

Society and Business Review – Emerald Publishing

Published: Jul 5, 2022

Keywords: Society; Norms; Circular economy; 3Rs; Domestic sustainability; Indian values

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