An Exploratory Analysis of SCB in Delhi Ncr Region

Abstract

Sustainable consumption behaviour (SCB) is an increasingly important concept today as we face pressing environmental challenges. It entails making conscious choices to minimize the negative impact of our consumption patterns on the planet and promote long-term well-being. Through mindful choices and accountable actions, individuals can pave the way for a more sustainable and equitable future for future generations. However, measuring sustainable consumption behaviour encounters numerous limitations, hindering its comprehensive assessment. One key challenge lies in capturing the multifaceted nature of sustainable consumption behaviour within a singular metric or indicator. It encompasses dimensions such as quality of life, care for environmental well-being & care for the future generations. Additionally, subjective elements further complicate the measurement, as personal values, cultural influences, and socio-economic factors shape individuals' perceptions of sustainability.

This paper thoroughly examines the current state of SCB by measuring its level among residents of the Delhi NCR region. Primary data collected using surveys conducted in 5 areas, encompassing 219 randomly distributed questionnaires. Using K-means cluster analysis, patterns and segments within the dataset have been identified. By identifying these segments, policymakers and businesses can tailor their strategies, interventions, and communication efforts to cater to each consumer cluster's needs and motivations. This can further contribute to the development of more targeted and practical initiatives to promote sustainable consumption behaviour across different population segments.