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JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY

Ethical Response Behavior: A Study of Indian Consumers

Author(s): Karamjeet Singh, M. Saeed, Andy Bertsch

Citation: Karamjeet Singh, M. Saeed, Andy Bertsch, (2012) "Ethical Response Behavior: A Study of Indian Consumers," Journal of Strategic Innovation and Sustainability, Vol. 7, Iss. 3, pp. 16 - 34

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This paper was presented at the International Business Conference sponsored by the Center of Excellence

in International Business of Northern State University, Aberdeen, South Dakota, USA. Questionnaires

covering issues on the environment and marketing of products were collected from 374 respondents. The

study reveals that respondent awareness of the extent of damage done as a result of economic activity is

steadily growing. Consumers are becoming conscientious of adverse effects and are willing to pay more

for eco-friendly products. Evidence exists that Asian Indians are aware and concerned about the

environment but commitment to take proactive individual action is moderate.