Green Asia Ecocultures, Sustainable Lifestyles, and Ethical Consumption

Green consciousness in India 43

better terms of trade for small and marginalized farmers, conducted a survey about the
sustainability issues that consumers felt were most important. Eighty-five per cent of
respondents agreed that upholding the rights of workers and producers and protecting
the environment was a joint responsibility of business and consumers. Young people
in particular held businesses even more responsible than older consumers; of young
respondents ages 18 to 24, none thought it was the law’s responsibility to lead on
ethical business practice. They were also willing to put their money where their
mouths were: Ethical consumers were, on average, willing to spend 25 per cent more
for a product they felt was ethical (Doane 2014). Our own survey found the levels
of consumer awareness about green products/practices to be high (about 96 per cent
of the sample; Table 3.3). The respondents rated the importance of green marketing
practices of corporations highly (mean score 4.36 on a 5-point agreement scale) and
were positive about the promotion of green products/practices.

Table 3.2 Consumer perception about seriousness related to various environmental concerns

Seriousness of environmental concern Mean Std. Deviation

Destruction of Ozone 4.33 .923

Industrial Air Pollution 4.32 .911

Industrial Water Pollution 4.28 .870

Warming up of Earth 4.26 .979

Drinking Water Contamination 4.25 .964

Destruction of Rain Forest 4.24 .972

Hazardous Waste 4.12 1.039

Auto Air Pollution 3.93 .959

Pesticides on Food 3.88 1.057

Oil Spills 3.81 .996

Ocean Contamination 3.77 1.026

Endangered Species 3.75 1.128

Solid Waste 3.74 .998

Destruction of Wet Lands 3.72 .974

Industrial Accidents 3.40 1.093

Genetically Modified Products 3.37 1.107

Indoor Air Pollution from Household

Cleaners, Tobacco Smoke, Asbestos etc.

3.25 1.122

Table 3.1 Consumer perception about environmental degradation and perceived state of
environment in the next five years

Statements Mean Std. Deviation

Environmental Degradation has risen in last decade? 4.38 .980

In the next five years, state of the environment will

be degraded more?

4.15 .814