Factors influencing sustainable consumption behaviour of young consumers in Chennai City

Indian economy is one of the rapidly developing economies. However this growth has been associated with contamination of ecological resources.  Sustainable consumption of resources is inevitable in today’s scenario for individual consumers and corporate world as well. Though Government takes various initiatives to control, it is the general tendency of individual consumers not to pay attention to the effect of their consumption behaviour, that in turn affects the society. The purpose of this paper is to ascertain the components that determine sustainable consumption behaviour of young consumers in Chennai. The primary data has been collected from 350 young consumers in Chennai city.  A validated questionnaire has been administered for data collection. Supportive Behaviour, Subjective Norms, Consumer Attitude, Consumer Knowledge and Concern for the environment have emerged as significant factors. This study is limited only to Chennai city and future studies can be extended to Tier 2 and Tier 3 areas of TamilNadu states and other regions of Indian cities which are highly exposed to pollution