The Influence Of Materialism On Environmentally Responsible Consumption Behavior: An Empirical Study Among Indian Consumers:

The concept of sustainable development (SD) had gained significant attention in the twenty-first century. Sustainability demands that production and consumption patterns will have to address to build a society where individuals and the environment are respected. It requires current market needs, wants and interests to be balanced with long term social welfare. India is facing tremendous challenge in ensuring sustainable development. Currently, India is undergoing tremendous economic growth, second only to China, yet faces increasing stresses to its air and water; its future energy and resource use is uncertain, and its agricultural productivity is at risk. In India, basic needs like food and shelter as well as the obsession to catch up with more industrialized countries have limited the scope for sustainable development. As per world economic forum report, India ranks 177 out of 180 countries on the Environmental Sustainability Index (ESI). Studies found that materialistic lifestyle found in Indian market oriented societies is found to be one of the root causes of environmental decline, resource depletion, pollution, and waste among others. Moreover, it is not the official government policy but public awareness / public concern for environment and the readiness to bear the cost of minimizing the adverse impacts of their activities that was found to be a significant factor affecting sustainable development.