Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/11595
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dc.contributor.authorSharma, Rajat
dc.contributor.authorJha, Mithileswar
dc.date.accessioned2013-12-05T11:59:09Z
dc.date.available2013-12-05T11:59:09Z
dc.date.copyright2013-12-12
dc.date.issued2013
dc.identifier.citation3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 held at IIMA during 12-14 December, 2013en_US
dc.identifier.isbn9788192080024
dc.identifier.urihttp://hdl.handle.net/11718/11595
dc.description.abstractWith recent increased interest in understanding sustainable consumption behaviour of people, there is need to explore the value motives behind sustainable buying behaviour of consumers. Using means-end approach, an investigation of the relationship between personal values and the decision to buy sustainable product ‘Reva’ was assessed in order to determine values that are more likely to influence sustainable consumption behaviour in India. Data was collected using a semi-qualitative laddering approach. Analysis of data showed that sustainable consumption behaviour is related not only to the environment values such as ‘care for nature’ but also to values such as ‘respecting others’, ‘inner harmony’, ‘paying back nature’s debt’ and ‘happiness’. Implications to mangers, policy makers and limitation of the study have been discussed.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.subjectSustainable Consumption Behaviouren_US
dc.subjectLadderingen_US
dc.subjectMeans End Theoryen_US
dc.subjectHierarchical values mapen_US
dc.subjectPersonal Valuesen_US
dc.titleA Means-End Approach to Understand the Role of Values as Motivations of Sustainable Consumption Behaviouren_US
dc.typeArticleen_US
Appears in Collections:3rd Biennial Conference of the Indian Academy of Management (IAM), 2013



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