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Sustainable Consumption Practices of Rural India

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Socially Responsible Consumption and Marketing in Practice

Abstract

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.

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Correspondence to Akriti Srivastava .

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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. https://doi.org/10.1007/978-981-16-6433-5_5

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