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- W3202672893 abstract "Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Successful companies will have little option but to get involved in Sustainable Development. Sustainable marketing is marketing within, and supportive of, sustainable economic development. Creating meaningful progress towards sustainability requires promotion and acceptance of concepts such as responsible consumption, consumption reduction, voluntary simplicity and sustainable lifestyles. Without sustainable consumption, sustainable development is impossible. Sustainable consumption is not about consuming less, it is about consuming differently, consuming efficiently, and having an improved quality of life. This study attempts to understand consumers in Delhi on their sustainable behavior. The study uses scale for consciousness for sustainable consumption that was already tested for reliability and validity in another growing country. Probability sampling techniques were employed and data was accordingly taken from different parts of Delhi to get a representative sample. Results helped in identifying different consumer groups within Delhi using new socio economic classification given by market research society of India. Results have direct implication for industry to focus on different consumers as per their sustainability focus. These different consumers behave in specific ways and should thus be treated differently by marketing managers. The study contributes to the body of existing literature by providing additional basis for segmenting the market in terms of sustainability. Future research can be conducted in other markets for market specific insights." @default.
- W3202672893 created "2021-10-11" @default.
- W3202672893 creator A5070808458 @default.
- W3202672893 date "2021-04-16" @default.
- W3202672893 modified "2023-09-25" @default.
- W3202672893 title "Identifying Sustainable Consumers of Delhi" @default.
- W3202672893 hasPublicationYear "2021" @default.
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