Consumer behaviour of Millennials in India: role of information towards sustainable consumption
Student name: Mr Allen Francis
Guide: Dr Gopal K Sarangi
Year of completion: 2018
Host Organisation: earth&us, Auroville
Supervisor (Host Organisation): Mr Minhaj Ameen
Abstract: Promoting sustainable consumption is one of the global SDGs, and closely linked to the other goals as well. There is a need for change in consumer behaviour, to promote sustainable consumption as the current trends of consumption are destroying the environment as we know. Millennials are a new age cohort (individuals born from year 1980 to 2000) show different consumption patterns and potential for sustainable consumption due to access of internet. This study tests the applicability of VNB theory by the author P Stern and his colleagues (1999) with millennials in India to understand their propensity for sustainable consumption provided information on consumer products is provided to them. The results show three behavioural patterns within the respondent millennials, aware millennials, aspirational millennials and confused millennials. The aware millennials and aspirational millennials have most propensities for sustainable consumption when information is provided. Other factors and contexts are further discussed.
Key words: Sustainable consumption; consumer behaviour; millennials; VNB theory.
