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PurposeWith growing consumerism in the country, Indians need to behave in a socially responsible manner for its sustainable development. This study sets out to explore the extent of the relationship between the demography and socially responsible behaviour of Indian consumers.Design/methodology/approachA slightly modified SRCB scale developed by Antil and Bennet with 34 Likert‐type items along with a few demographic questions is introduced among two equal groups representing urban and rural consumers, because they almost equally contribute to the country's GDP.FindingsUrban respondents scored high in all demographic categories in comparison with rural consumers. Gender‐wise, the behaviour was quite symmetrical in both the groups. Education‐wise, inverse relationship is noticeable between the SRCB‐mean values and educational‐level; it may be due to the respondents' continuing education. The inference is reinforced while analyzing the SRCB‐values across the age groups. Interestingly, younger ones particularly, the females are demonstrating high scoring on the SRCB‐scale. Analyzing according to income‐level revealed significant difference only for urban consumers. The lower‐income category score high because they are non‐earning (students) or have just begun earning.Research limitations/implicationsThe implications for green marketers are to focus on young consumers and more particularly the female population for creating loyal segment and gaining competitive edge. The policy makers need to promote urbanization for sustainable living and creating awareness of clean‐green living. Young Indians are identified as being more promising and socially responsible than their elders.Originality/valueThe paper makes an attempt to identify an insight into Indian consumers in terms of their socially responsible consumption behaviour. It presents a base for future studies on consumer social responsibility.

India's Foreign Policy under Rajiv Gandhi, by Narendra Singh
« Each generation is a new people » said de Toqueville. The Indians of Mr. Rajiv Gandhi s generation are without personal memories of foreign domination or humiliation, untainted with the Fabian socialism of the 20's and 30's, more pragmatic and technology conscious, and with less attachment to the non-violent ideologies of Mahatma Gandhi or the internationalism of Mr. Jawharlal Nehru. What changes has this generational cycle brought in Indian foreign relations ? Has the US s rearming of Pakistan, as a price for support in Afghanistan and China's recent bellicose posture on the border, reinforced India's Russian connection ? Does Europe figure in India's present foreign policy projections ?

Chapter 1. Background and Thought -- Chapter 2. An Overview of Literature -- Chapter 3. Conceptual Framework and Research Model -- Chapter 4. Methodological Procedures and Techniques -- Chapter 5. Exploration and Validation of Behavioural-Attitudinal Dimensions -- Chapter 6. Model Testing and Thoeory Testing -- Chapter 7. Segmentation of Consumers and Identification of Responsibles -- Chapter 8. Charaterizing and Profiling Responsible Consumer Segments -- Chapter 9. Findings and Discussions -- Chapter 10. Implications and Directions.

Purpose
The purpose of this paper is to investigate attitude of Indian consumers towards sustainable living. For the same, the construct of sustainable living is defined and its dimensions are explored. Then, consumers are segmented based on dimensions and profiles of identified segments are discussed upon.


Design/methodology/approach
A questionnaire was developed and introduced on a sample of one thousand consumers from three geographical areas of North India including Haryana (A Northern State), Delhi (National Capital Territory), and Chandigarh (Northern Union Territory). For analysis, principal component analysis, confirmatory factor analysis, cluster analysis, correlation, and chi-square were the statistical techniques applied.


Findings
Seven types of people attitude including attitude towards conserving ecology, anticipating mounting waste, need for recycling, civic norms, overcoming green myopia, environmental thinking, and norms for sustainable mobility were obtained. Based on cluster analysis, five consumer segments, namely, role models, upbeaters, rosy, bewilders, and disorients were observed. It is further found that major proportion of Indian consumers fall under the category role models with highest proportion of respondents in this segment.


Research limitations/implications
The determinants of attitude and testing the theories of attitude formation can be an interesting area to study on Indian consumers. This kind of studies too can be replicated in other cultures and varied contexts. A unique point of further research emerges with the finding of variable gender. Hence, gender differences regarding sustainability or sustainable living can be investigated and reasons can be found out for gender gap.


Practical implications
In light of the findings, this research offers a unique 3 Ss stop → stare → speedup strategy to national as well as international marketers. The stop strategy is for bewilders and disorients segments. Stare strategy is for consumers of upbeaters and rosy segments, and the word speedup stands for role models. Accordingly, marketers need a comprehension on profile of role models as identified in the study in terms of aged males, highly educated married people who live in joint families.


Social implications
Consumers as part of society can play a big role for enhancing green practices, thus, need to take initiatives and revolutionary actions regarding protection of environment. If consumers will be more willing to help solve environmental problems, then there will be less need for government interventions.


Originality/value
Attitude towards sustainable living in India has been explored; and to the best of researchers' knowledge, the kinds of findings on Indian consumers are reported for the first time in literature. The information generated may have beneficial practical information for the businesses which see India as their potential target market. This study also uniquely identifies three components of sustainable living in the form of civic norms, environmental thinking, and norms for sustainable mobility.

PurposeTo create a sustainable environment, the aim of this study is to explore and identify the components of environmental attitude that can drive the specific ecological behaviour of Indian consumers. Further, it defines environmental attitude components as moderators and investigates them as predictor of ecological behaviour.Design/methodology/approachThe constructs of environmental attitude (EA) and ecological behaviour (EB) are measured using standardized scales with modifications that represent demography of Indian consumers, then, introduced among 300 respondents. Factor analysis, correlations of the factors, and regression analysis are used to draw the results.FindingsConstructs of EA and EB are found to be multidimensional and support the literature. Many of their components are found to be significantly correlated inferring that consumers behave ecologically in specific manners depending on the formed attitude. Also, findings suggest that EA components work as predictors of EB. Further, developing a positive environmental attitude is a step to achieve sustainable environment.Research limitations/implicationsAn attempt is made to improve scales to best suit Indian conditions but development of a reliable and valid measure never ends. This may partly limit the generality of the results. To study fresh issues on Indian conditions, a new scale index can be tested. Researcher, producers, media, policy planners and executives will get a cue to generate relevant value of their work.Originality/valueThe paper is a maiden attempt on Indian consumers and has enough potential to change the behaviour for achieving sustainable living. It will strengthen the literature in extrapolating the consumer classes besides identifying two new components of EB: costly exercise and uncaring behaviour.