Investigating the Influence of Gandhian Values on Sustainable Consumption Behaviour

Abstract

Purpose: This chapter aims to evaluate the significant impact of Gandhian values on sustainable consumption behaviour (SCB) by applying the value-attitude-behaviour (VAB) framework. This chapter contributes by incorporating Gandhian values as one influencing factor for SCB.

Need for the Study: Values are considered as guiding principles in people’s lives. Studies suggest that values and other social and psychological factors can be vital in determining consumers’ behaviour towards sustainable consumption. There needs to be more empirical research on consumer behaviour facets of sustainable consumption for markets in India.

Methodology: The study uses partial least square structural equation modelling to empirically test proposed hypotheses and the research model of the relationship. The study results are based on data collected by administering a survey through a questionnaire confined to India.

Findings: The results indicated that Gandhian values, attitude, and sustainable consumption intention significantly influence SCB. Intention acts as a mediator between both outward and inward environmental attitudes and behaviour. The study provides directions for further research.

Practical Implications: This research study is helpful for researchers, marketers, and policymakers.

Citation

Gupta, N., Gandhi, M. and Bansal, I. (2024), "Investigating the Influence of Gandhian Values on Sustainable Consumption Behaviour", Sharma, R., Bhardwaj, I., Grima, S., Sachdeva, T., Sood, K. and Özen, E. (Ed.) Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing (Contemporary Studies in Economic and Financial Analysis, Vol. 113B), Emerald Publishing Limited, Leeds, pp. 1-20. https://doi.org/10.1108/S1569-37592024000113B001