Skip to main content

Sustainable Consumption Practices of Rural India

  • Chapter
  • First Online:
Socially Responsible Consumption and Marketing in Practice


It is said that real India lives in rural areas. Sustainability can be found very easily in traditions, practices, culture, ethics, sense of belongingness, camaraderie, mindful living of the villages, and small towns of India. They may lack the modern way of living and infrastructure, but their way of existence is such that they contribute toward making sustainable communities. This is specifically reflected in their behavior of consumption; obviously it is also related to their income but consumption in rural areas of India is way lower than those of urban areas, even if that is to be compared by keeping population size as the same. This chapter presents an informative analysis for the reasons and methods which rural population of India practices that results in sustainability. There are practices which are found wide and large such as sharing, self-sustenance because of farming, recycling, less influence of media, simpler living, work-life balance, valuing natural resources, inherent practices of protecting the environment, and pro-community sentimentalities that lead to sustainability. Attitude toward consumption is guided by the so-called spiritual way of living and having satisfaction with life. Happiness does not necessarily come by acquiring tangible resources but by having meaningful relationship, acquiring wisdom, and following indigenous way of living and transferring it to the next generation. This chapter presents a short report by having a take on economic indicators and traditional and cultural practices of rural India and hence present an explanation for how and why sustainable consumption practices are prevalent in such places.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
USD 119.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 159.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 159.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others


  • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall, Englewood Cliffs, NJ.

    Google Scholar 

  • Banjare, P., Dwivedi, R., & Pradhan, J. (2015). Factors associated with the life satisfaction amongst the rural elderly in Odisha, India. Health and Quality of Life Outcomes, 13.

  • Durkheim, E. (1997). The division of labour in society. In W. D. Halls, L. A. Coser (Trans.) (pp 39, 60, 108). Free Press.

    Google Scholar 

  • Ferdinand, T. (1887). Gemeinschaft und Gesellschaft. Fues's Verlag, Leipzig. An English translation of the 8th edition 1935 by Charles P. Loomis appeared in 1940 as Fundamental Concepts of Sociology (Gemeinschaft und Gesellschaft). American Book Co., New York; in 1955 as Community and Association (Gemeinschaft und gesellschaft[sic]), Routledge & Kegan Paul; London. and in 1957 as Community and Society, East Lansing: Michigan State U.P. Loomis includes as an Introduction, representing Tönnies’ “most recent thinking”, his 1931 article “Gemeinschaft und Gesellschaft” in Handwörterbuch der Soziologie (Stuttgart, Enke V.).

    Google Scholar 

  • Gorgievski, M. J., & Hobfollb, S. E. (2008). Work can burn us out or fire us up: Conservation of resources in burnout and engagement. In R. B. J. Halbesleben (Eds.), Handbook of stress and burnout in health care (pp. 7–22). Nova Science Publishers, New York.

    Google Scholar 

  • Hobfoll, S. E. (1989). Conservation of resources: A new attempt at conceptualizing stress. American Psychologist, 44, 513–524.

    Article  Google Scholar 

  • Hobfoll, S. E. (2001). The influence of culture community and the nested self in the stress process: Advancing conservation of resource theory. Applied Psychology: An International Review, 50, 337–370.

    Article  Google Scholar 

  • International Institute of Sustainable Development Homepage. (2021). Retrieved May 28, 2021, from

  • Mehrotra, B., Pandey, N., Pradeep, K., Sinha, S., & Tiwari, S. (2018). Life satisfaction and its determinants in rural aging population of Lucknow, India. Journal of Psychosocial Research, 13, 29–37.

    Google Scholar 

  • Moudgil, M. (2021). India's biggest spenders cause 7 times more emissions than the poor. Retrieved May 28, 2021, from

  • Mudey, A., Ambekar, S., Goyal, R. M., Agarekar, S., & Wagh, V. (2011). Assessment of quality of life among rural and urban elderly population of Wardha District, Maharashtra, India. Studies on Ethno-Medicine, 5(2), 89–93.

  • Science the Wire. (2021). Study finds India’s rich emit 7x more emissions than the poor. Retrieved May 28, 2021, from

Download references

Author information

Authors and Affiliations


Corresponding author

Correspondence to Akriti Srivastava .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Srivastava, A., Srivastava, A. (2022). Sustainable Consumption Practices of Rural India. In: Bhattacharyya, J., Balaji, M.S., Jiang, Y., Azer, J., Hewege, C.R. (eds) Socially Responsible Consumption and Marketing in Practice. Springer, Singapore.

Download citation

Publish with us

Policies and ethics