REVISITING THE CONCEPT OF SUSTAINABLE CONSUMPTION IN INDIAN CONSUMERS: DELHI NCR REGION

Businesses have succeeded in developing a market for goods that consumers were unaware they ever required which has led to generation of more waste in the environment. Countries are opting for practices like recycle, reuse, and reduce but if the world becomes successful in creating sustainable consumers, then these practices will show instant results and the world will become a beautiful place to live. Sustainability is regarded as the practice of conservation of resources for the future generation. This practice should also be considered when the context of consumer behavior takes place. Sustainable consumerism means getting more things done while utilizing lesser resources. Although this concept is comparatively new for the western world but has existed in India for a very long time. This paper tries to examine the current consumer consumption practices with the ancient ones and what all consumption patterns have been brought back by the Indian consumers with the change in climate and environment. Methodology: To analyze the presence of sustainable practices in present consumer consumption patterns, a questionnaire was prepared and responses were collected from 100 consumers from Delhi-NCR region. Results: Responses revealed that 98% of Indian consumers are practicing sustainable consumption practices knowingly or unknowingly. Some of these practices are being carried from generation to generation. However, awareness has increased with the introduction of SDG’s and social media platforms.