Examining the role of consumer lifestyles on ecological behavior among young Indian consumers

Purpose The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers. Design/methodology/approach This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a...