Frugality, Altruism, and Consciousness for Sustainable Consumption Amongst Adults in India

This research investigates the associations between Frugality, Altruism, and Consciousness for Sustainable Consumption among Indian adults. 332 participants responded to the self-report questionnaires - Frugal Behaviour Scale, Adapted Self Report Altruism Scale and Consciousness for Sustainable Consumption Scale. Employing quantitative analyses, the study shows significant relationships between these factors. Frugality has a positive relationship with consciousness of sustainable consumption, especially in its economic dimension, which reveals the role of financial considerations in shaping responsible consumption behaviour. Although altruism predicts frugality, it does not directly correlate with sustainable behaviour, highlighting the multidimensional nature of conscious and sustainable consumption. In particular, the effects of sustainability differ across different dimensions of sustainable consumption, which emphasizes the complexity of consumption behaviour. Overall, these findings add to the existing literature, focus on a wider population, and provide insight into the nuanced interactions of factors that promote sustainable consumption behaviour.