When one thinks about it, in today’s modernised society, life without the purchase of products and services appears
impossible (unless we plan to go back to a prehistoric age). A demand for products creates their supply. Keeping this in mind, one can go to the extent of saying that all environmental concerns we face are due to consumerism. While it is impossible to survive without consuming, it then logically seems that it would be for our greater good that our consumerism be ‘green’ than otherwise.
An online survey conducted of people (most of who fell within the 18-25 years age group) showed the following results:
- 93% of the respondents felt that at a personal level, global warming is affecting them, or could affect them.
- 84% felt that their purchases affected the environment in a negative way.
These results showed that the sample of people surveyed were environmentally aware.
- If given a choice between an expensive ‘green’ product and a cheaper ‘non green’ product, while 59% said they would buy the ‘green’ product and 26% the cheaper one, 15% said they would not put any conscious thought into the matter.
- 47% stated that they would definitely compare two products in terms of their being ‘green’ before purchasing them, while 41% said that they might.
Again, it appeared that the respondents were mostly environmentally conscious and were willing to take the initiative in purchasing a product because it was an eco-friendly one.
When asked to mention eco-friendly practices they followed (if any), popular ones included the use of CFL bulbs, public transport, handmade paper, cloth bags and ensuring no unnecessary consumption of electricity and water at home. A few people did state that such practices are more of any eyewash and incapable of causing any real change.
- While 69% of the respondents said they sometimes thought about the environmental impact that the manufacturing of the products that they bought caused, 24% said they always did and 7% said they never thought about it.
- With regard to the environmental impact caused by disposal of their purchased products, 67% said they always or nearly always gave the matter a thought.
Manufacturing and disposal are two processes that one assumes a consumer dissociates one’s self from. It was heartening to see that this was contradicted. However to have any encouraging effects, consideration at the time of purchase alone will not do, but what is needed is the actual translation of thought into affirmative action.
- 48% while making a purchase, said they always considered the fact that even though an energy efficient product might be costlier than a product that is not, over time there would be savings in terms of electricity consumption. 42% they sometimes considered it while 9% said that they never did.
- 62% were aware of the Bureau of Energy Efficiency (BEE) star rating of electrical appliances.
BEE star ratings seem to be fulfilling their purpose, but to a greater extent would be desirable. Also, this sheds light on the fact that the concept of rating products in terms of their ‘greenness’ could be applied for other commodities as well, and not just electrical appliances.
- While 52% felt that there may be chances that stating one’s product is ‘green’ may well be a marketing gimmick, 24% felt that it definitely was.
After all, can a consumer actually be aware of all the processes involved in the life-cycle of the good (from procuring of raw materials, to transportation of the manufactured goods to the shop, to what happens to it after its disposal)? 
A downside of the ‘green’ consumerism concept is that often in attempting to ‘green’ one’s product, manufacturers use substances that have ill effects of another kind.
- On how willing to make ‘green’ purchases the respondents felt their friends and family were, 48% chose the midpoint between least willing and most willing.
The overall perception of the topic seems to be that while most agree it is a step in the right direction, there is great scope for improvement. ‘Green’ consumerism may achieve positive impacts in the long run if adequate and appropriate alternatives to the present unsustainable choices are created, and if Eco-friendly products are made within the reach of those not so economically well off.
- 39% perceived ‘going green’ as something ‘cool’ (i.e. a style statement of sorts) and an equal percentage disagreed.
Only time will tell if the concept of ‘green’ consumerism is a passing fad, or if it could lead to long term benefits.
- ‘Green’ consumerism could in fact create a significant change according to 65% of the respondents.
What is needed is a positive attitude and a willingness to see a change, along with acknowledging one’s own role in the realisation of the change. If people take strong actions such as boycotting ‘non-green’ products, there may well be transformations in the nature of goods produced.
While I tried my best to send out my survey to people from different backgrounds, it appears as if those who answered it were mainly those aware about environmental concerns. Though anonymity of responses was guaranteed, the social desirability factor while responding cannot be ruled out. Also, while it is easy to gauge people’s beliefs and views, in comparison it is difficult to gather data regarding actual practices. For if people actually behaved in accordance with the results obtained, I do not think our present scenario would be the sorry state that it is.
This article has been written by Ms. Preeti Venkatram
Preeti is a third year student, at Lady Shri Ram College, New Delhi. She has a keen interest in environmental issues and is studying B.A. Psychology (Hons.). She is interested in Environmental Psychology, that being anything that deals with people’s impacts on the environment and how the environment in turn impacts them.
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