Environmentally sustainable consumption awareness among children: an empirical study

Abstract

Rising environmental deterioration and consequent environmental concern led to emergence of sustainability. Sustainable consumption behaviour encompasses all stages of traditional consumption {purchase, use and dispose off}, was redefined and reconceptualise to arrive at new frameworks of sustainable consumption. Within this frame work the role of education to create awareness and understanding has been widely acknowledged. With this backdrop, current study was designed to investigate awareness level of ESCB among primary school children. The current study investigates if the demographic variables have any influence on ESCB awareness. Results showed that at an overall level both gender and type of school had significant correlation with ESCB awareness levels. Gender and school type did not have significant correlation with reuse. This study has important implications for marketers, school authorities and education policymakers who can use the framework for in-depth investigation across the four phases of sustainable consumption process applicable to school children.