- Research done by Piyush Singhal at SSBM Geneva investigated the ways in which Indians consume plastic, or choose alternatives
- Findings indicate that Indian women are more likely to consider the environment than Indian men
Piyush Singhal recently completed a doctoral study at Swiss School of Business and Management (SSBM), Geneva, regarding the consumer perspective of Indians with respect to plastic and alternatives.
Titled "Perspective of Indian Consumers Toward Plastic and Its Alternatives," the study conducted a survey in India with hundreds of participants.
While men contributed significantly to the sample size at 60.2 percent, there was greater environmental conscious among women corresponding to a willingness to select sustainable, recyclable, or biodegradable packaging, regardless of additional costs.
As Piyush, who has done the Doctorate of Business Administration on this work states, women are the "conscience of sustainability." Women's choices create household choices and motivate brands to go green, in the interests of sustainability.
In summary, the study illustrates the need for brands and decision makers to create gender-responsive approaches when designing sustainability campaigns, specifically with regard to the level of influence and contribution that women have in the promotion of eco-friendly behavior in India.
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