Profiling Environmentally Concerned Consumers in India : An Empirical Analysis

Objectives/Purpose: Today in response to environment problems, pro-environmental concern of common individual is of immense significance. This paper is an initiative in determining socio-demographic and psychological characteristics of environmentally concerned consumers.Approach/Methodology: A cross tab analysis along with chi-square test of independence or association is applied by using the statistics Cramer’s V to measure the degree of association. Furthermore, profile of concerned consumers is obtained using proportional analysis.Major Findings: The findings suggest that the psychological variables according to which environmental concern significantly progress include: littering concern, pollution concern, perceived consumer effectiveness against pollution, and civic sense. The significant socio-demographic variables identified comprise: age, education, academic orientation and economic status.Key Conclusion: Females, elders, rural residents, better educated, academic achievers, business academics, the occupational class, respondents from large sized and high status families, with high civic sense, littering concern, pollution concern and those who perceive that their own efforts can contribute to minimize pollution problems exhibit greater levels of environmental concern than their counterparts.Key Contribution: As India is in the process of innovative renovations with Swatch Bharat Abhiyan and development of Smart Cities, the paper has great potential. Since the initiatives will bear fruit only when the common men will be concerned and optimistic for accepting and contributing to new transformations. Accordingly, it elaborates about the first and foremost stakeholder for these causes: the people