Socially responsive consumption behaviour – an Indian perspective
Authors: Gandhi Meenakshi , Kaushik Neeraj 
Published: February 2016

Purpose
– There is a need to promote socially responsible consumption which would accelerate the efforts of economic upliftment and sustainable development initiated by the government and corporates through corporate social responsibility initiatives. This study aims to explore the factors that contribute to socially responsible consumption across demographic factors.

Design/methodology/approach
– The socially responsible consumption behaviour (SRCB) scale developed by Antil and Bennet was used to gather responses on a five-point Likert scale along with information on demographic profile from the residents of Delhi National Capital Region.

Findings
– The factor analysis revealed a striking finding that personal contribution is the most important factor that governs socially responsible consumption, and this factor also emerges across demographic variables to have significant contribution for the consumption. Gender wise, there is no significant difference, while education bears an inverse relationship with SRCB. People in the middle-income group with lower incomes and younger in age are more likely to exhibit SRCB.

Research limitations/implications
– The implications for marketers is to use the results of this study in their promotion for targeting consumers by focusing on the joy/pride of personal contribution in being socially responsible while they fulfil their product purchase needs that could create a loyal segment of consumers who would buy such products and further spread a positive word of mouth to convert non-consumers into buyers, leading to sustainable economic development. Policymakers and the Government need to promote SRCB by subsidizing goods that are generated from such sources to enhance their usage. Younger Indians, in the early years of their career and people in middle-income groups, are promising customers with higher inclination to be socially responsible in their purchase behaviour. This paper presents a practical dimension of personal contribution that could be used to develop promotion strategies to motivate consumers towards socially responsible consumption.

Practical implications
– These incorporate usage of the results of this study to promote cause-related marketing, wherein a company donates a portion of each purchase made by its customers during a specific period to a socially responsible cause. Marketers can enhance the purchase of socially responsible products by creating awareness among their target consumers about the consequences of their purchase and their personal contribution in community development. Creating confidence among customers and goodwill by providing awareness of the contribution made by firms in the social development of the country will encourage customers to patronize products of such firms, as they would feel a sense of personal contribution in nation development by supporting buying from such firms.

Social implications
– The adoption of socially responsible consumption by the vast majority of population shall uplift the economically backward sections of society, thereby creating employment opportunities and incomes at the bottom of the pyramid, ultimately, leading to sustainable economic development and attainment of millennium development goals.

Originality/value
– This is a maiden attempt to gain an insight into the Indian SCRB. This can be a base for further studies in the area of socially responsible consumption which is relatively unexplored in the Indian context.