The Kaleidoscope of Changing Values: Are We Heading Towards Responsible Consumption and Sustainable Society? Lessons from Pune, India

Mansi Kapoor (), Taha Chaiechi (), Shilpa Deo (), Pooja Darda (), Anjali Sane () and Ravikumar Chitnis ()
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Mansi Kapoor: MIT-World Peace University
Taha Chaiechi: James Cook University
Shilpa Deo: MIT-World Peace University
Pooja Darda: MIT-World Peace University
Anjali Sane: MIT-World Peace University
Ravikumar Chitnis: MIT-World Peace University

A chapter in Community Empowerment, Sustainable Cities, and Transformative Economies, 2022, pp 395-415 from Springer

Abstract: Abstract Values are inherently personal constructs that influence individuals’ choices and help navigate many personal and professional dilemmas. Using the Basic Human Values by Schwartz as the theoretical framework, the aim of this paper is to examine the substitutability of self-enhancement values by self-transcendence values in promoting responsible consumption behaviours in society. The paper further examines whether Self Transcendence values are instrumental in driving responsible consumption among individuals. The paper relies on Focus Group studies to explore the topic. To ensure the accuracy of our analysis, representative samples of 88 Generation Z (48 – Under Graduates; 40 – Post Graduates) college students, 25 Generation Y employees, and 25 Generation X home-makers were selected for focus group discussions. The interaction in each group was for 60 minutes. All interviews were recorded with permission and transcribed. Data thus obtained was manually coded and analysed using the thematic analysis technique. The findings of the paper provide meaningful insights about the changing human values and their influence on consumption behaviour. In addition to the contribution to the existing literature in intercultural and consumer behaviour research, this study also contributes to the current understanding of how changing values are encouraging individuals for responsible consumption. The findings of the study will be useful to both researchers and practitioners in the field of consumer behaviour.

Keywords: Responsible consumption; Individual values; Generation-X; Millennials; Post-millennials; Sustainability; Qualitative research (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-981-16-5260-8_22

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