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

Abstract

Purpose 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/approach An 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. Findings The 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 implications Practical 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/value Where 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.