Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magni...Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magnitude and intensity of the repercussion pressurized them to understand sustainable and socially responsible consumption that has a direct bearing on the possible solution to the problems. Hence, this paper attempts to investigate the effect of age, education, income and gender on socially responsible consumption behavior of Indian consumers and whether the advertisements with social responsibility theme work better among socially responsible consumers. The exploratory study has been executed on a sample of 250 respondents from Tamil Nadu, Pondicherry, Uttar Pradesh and Bihar by adopting convenience sampling method. Univariate ANOVA {：Analysis of Variance） has been applied to test the research expectations. Results indicate that demographic variables get less to do with the socially responsible consumption behavior of the respondents and social responsible theme as a communication strategy can reach the target audience irrespective of their concern for socially resnonsible ~on^lJrnntion展开更多
文摘Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magnitude and intensity of the repercussion pressurized them to understand sustainable and socially responsible consumption that has a direct bearing on the possible solution to the problems. Hence, this paper attempts to investigate the effect of age, education, income and gender on socially responsible consumption behavior of Indian consumers and whether the advertisements with social responsibility theme work better among socially responsible consumers. The exploratory study has been executed on a sample of 250 respondents from Tamil Nadu, Pondicherry, Uttar Pradesh and Bihar by adopting convenience sampling method. Univariate ANOVA {：Analysis of Variance） has been applied to test the research expectations. Results indicate that demographic variables get less to do with the socially responsible consumption behavior of the respondents and social responsible theme as a communication strategy can reach the target audience irrespective of their concern for socially resnonsible ~on^lJrnntion
