Vishal LAHERI, Institute of Management Studies, Banaras Hindu University, India
Monika KUMARI, State Bank of India, India
There is a rapid increase in the environmental degradation and its concern is on rise around the world. Unsustainable consumption practices of people are one of the primary reasons for this menace. As per the report of Food and Agriculture Organisation of United Nations (2020), over half of the world population live in urban cities and it is expected to increase to 68% by the year 2050. With surge of urbanization trend across the world is significantly responsible for 70% of global waste and consume 80% of world’s energy. Urban sprawl is also causing depletion of natural resources and effect on climate change. This urbanization process will continue to surge in the future and it is pertinent to understand the effect of unsustainable urban consumption on the environment. The present research highlights the urban consumer behavior towards their awareness and adoption of sustainable consumption practices. The data for the research will be collected from individual urban consumers from Delhi-NCR (India) region. The objective of the research is to offer sustainable consumption behavior model and to identify the factors that impede and motivate the urban consumer towards adopting sustainable footprints. The research can be significant for the marketers and policymakers in understanding the factors that encourage and inhibit the twenty-first century urban customer in adopting sustainable consumption.
Mots clés : Urbanization|Sustainable consumption practices|Sustainability|Consumer behavior
A104148VL