Kapoor, Mansi, Chaiechi, Taha, Deo, Shilpa, Darda, Pooja, Sane, Anjali, and Chitnis, Ravikumar (2022) The kaleidoscope of changing values: are we heading towards responsible consumption and sustainable society? Lessons from Pune, India. In: Community Empowerment, Sustainable Cities, and Transformative Economies. pp. 395-415. From: BEMAS: 1st International Conference in Business, Economics, Management, and Sustainability, 2-3 July 2021, Cairns, QLD, Australia.

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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.

Item ID:	71292
Item Type:	Conference Item (Research - E1)
ISBN:	978-981-16-5259-2
Keywords:	Responsible consumption, Individual values, Generation-X, Millennials Post-millennials, Sustainability, Qualitative research
Copyright Information:	© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2022
Date Deposited:	24 Jan 2022 00:03
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 50% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350602 Consumer-oriented product or service development @ 50%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1505 Microeconomics > 150501 Consumption @ 50% 15 ECONOMIC FRAMEWORK > 1599 Other economic framework > 159999 Other economic framework not elsewhere classified @ 50%
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