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Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 1
Full Length Research Paper
A Case Study of Acceptance of Shift towards Green Environment in India
Monika Katkoria and Preet M Paatel
Nagindas Khandwala College, Mumbai, Malad West, Mumbai – 400064, Maharashtra, India.
ARTICLE INFORMATION ABSTRACT
Introduction
In recent years, there has been a drastic change in the lifestyle of people; mixture of positive and negative. Industrial-scale
production began in the 1950s and has been gathering pace ever since. Two years ago, the total amount of plastic produced
till date was 8.3 billion tons. Of that, 6.3 billion had turned into plastic waste. Only 9 percent of that waste was recycled, and
12 percent was incinerated. A whopping 79 percent ended up in landfills or the environment (R. Geyer et al). The plastic now
amounts to some 400 million tonnes per year, yet only an estimated 12% of the plastics produced have been incinerated and
only an estimated 9% have been recycled (UNEP et al). Manufacturers of renewable items are now focusing to create as
many new environmentally friendly products as possible in the most efficient way. Creating new products which are less
harmful to the environment takes a lot of effort and resources which makes it an expensive choice as compared to its
counterpart i.e., plastics. Plastic seems to be a reasonable choice when used repeatedly and not thrown away after one use.
Single use plastics seem to be a major source of pollution since they serve no purpose after being used once. The SARS
COVID-19 pandemic witnessed a surplus of single use mask and PPE kits being produced and discarded as medical waste.
The acknowledgement of the fact that plastic is ruining the environment is eo ipso a big milestone in a world with multiple
ideologies about the same thing. Creating an efficient system of production should also be taken care of and not only the
resultant product. For example, the current scenario of electric vehicles in India is more polluting than helping. It creates
more pollution to produce an electric vehicle than producing a petrol/diesel vehicle.
The charging stations being powered by coal also contributes to a major source of pollution. The objectives of the research
are as follows:
To understand the acceptance of shift towards green environment in world; To know the major hindrances towards the shift
of green world; To know people’s perspective towards the shift and how likely are they to change their lifestyle for it; To
Corresponding Author:
Monika Katkoria
Article history:
Received: 20-01-2023
Revised: 28-01-2023
Accepted: 15-02-2023
Published: 17-02-2023
Key words:
Recycle, Green-
environment, Shift,
habits
Green environment is one of the most spoken topics in the last decade. Harmful materials like
High Density Polyethylene (HDPE), Low Density Polyethylene (LDPE), Polypropylene (PP), etc
are released into the environment every day in bulk and the recycle programmes are not able to
keep up with the ever-increasing waste generated. These materials when mixed with marine life
or buried in ground may result in negative impact for the animals and plants. Multiple studies
have showcased the harmful reactions to not only the marine life or nature, but also to humans.
As we often see that green products are costlier than the normal ones. This acceptance depends
on the purchasing power too. We usually see western countries are more capable and willing to
purchase products which are beneficial for the environment. Developing countries try to
innovate the products but the people focus more on cost than its benefits. Yet, the modern
generation is getting woke and willing to bring this change. From Ridhima Pandey to Greta
Thunberg, young activists strive for the change that the world deserves and speak out loud
which even many wise fails to. This study aims to determine the acceptance of change from
using the cheap materials products to environment friendly products to understand the
graveness of situation. In this context, green environment means recyclable objects which can
are biodegradable and environment friendly.
Vol. 12. No.1. 2023
©Copyright by CRDEEP Journals. All Rights Reserved.
Contents available at:
http://www.crdeepjournal.org
International Journal of Environmental Sciences (ISSN: 2277-1948) (CIF: 3.654)
A Peer Reviewed Quarterly Journal
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 2
decipher whether various steps taken by government/organisations for green environment are reaching to people or not; To
understand the graveness of the problem in current situations.
Materials and Methods
Study Area
The study will be conducted in India and specifically in the Mumbai metropolitan area consisting of Mumbai (Bombay) and
its satellite towns in the northern Konkan division, of the Maharashtra state in western India. The region has an area of 6,355
square kilometres (2,454 sq. mi) and with a population of over 26 million it is among the most populous metropolitan areas in
the world. Since Mumbai is one of the most populus cities in India, this region was selected as the best area to conduct our
study in. This study was conducted for over one month.
Sampling Size
The responses were collected from several areas in Mumbai and from other areas in India where the population with mixed
income groups were present.
Sampling Method
For this study, we used simple random sampling method. We shared a questionnaire in areas surrounding the Mumbai
metropolitan area and we received 92 responses for the same. From the received responses, we prepared charts and pie
diagrams to interpret the data further. We also used the below-mentioned methods:
1. Pre-field method
2. Field method
3. Post-field method
Pre-field method
This includes the collection of secondary information on the approached from different sources. Numerous publications from
the library were recommended in order to gain a thorough understanding of the subject field. Additionally, books, documents,
journal papers, newspaper articles, websites, etc were used. For secondary data, some recent internet articles from other
publications were also consulted.
Field method
Both qualitative and quantitative data collection techniques are used when doing field observations. Data from the 15–40 age
range was gathered using the questionnaire approach. 92 people made up the sample size. Simple random sampling
techniques were employed. Primary data were gathered using questionnaires, observations, and group discussion techniques.
This study uses a descriptive research design. Mumbai is where the responders are from.
Post-field method
The primary and secondary data will be processed, assimilated, and analyzed using a variety of techniques. Data analysis was
done using statistical methods. An appropriate bibliography is created to list the sources consulted. The research has a
descriptive design. The data collected both primary and secondary, will be processed, assimilated, and analysed with the help
of multiple methods. Statistical tools were used for analyzing the data. A suitable bibliography is prepared to show the
references used. The research design is descriptive in nature. This research paper is based on a survey taken through a
questionnaire. There are 92 responses. Data from various magazines, news and books are referred.
Results
Age Group: The questionnaire was filled by 74.4% people in the age group of 19-25 and 16.5% people in the age group of
15-18. Below is the graphical representation and the results of the study conducted.
Fig 1: Age groups of respondents. It is concentrated towards a younger population.
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 3
Colour
Age groups
Respondents
% Distribution
Blue
15 - 18
15
74.7%
Red
19 - 25
69
16.5%
Yellow
26 - 40
5
5.4%
Green
41 - 60
3
3.3%
Purple
61 - 90
0
0%
Support for Green Environment: Majority of our respondents responded they support the movement of green environment.
This shall include the fact that they are aware of the green environment programme.
Fig 2: Majority of the respondents supporting green environment.
Colour
Yes or no
Respondents
% Distribution
Blue
Yes
87
94.6%
Red
No
1
1.1%
Yellow
Maybe
4
4.3%
Which green products did the respondents know about: Majority of the respondents (96.7%) knew about cloth bags which are
famously available at the local stores and fashion outlets for a small price. Seconded by LED Bulbs, 78% respondents were
aware about them. The shift to the LED bulbs from CFL bulbs can be the reason behind it and the savings in electricity plays
a major role in the popularity.
Fig 3: Which green products did the respondents know about?
Are green products low in performance: 65.9% of the respondents have the opinion that green products do not have any
difference in performance of product as compared to the non-green alternatives. Taking an example mentioned in clause 6.3,
LED bulbs are not only cheaper to consume but also high performance and lasts longer than the CFL counterpart. Whereas
current electric vehicles are bound by less distance and speed but are also much cheaper than the petrol/diesel counterparts.
Colour
Yes or no
Respondents
% Distribution
Blue
Yes
33
34.1%
Red
No
59
65.9%
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 4
Fig 4: A pie chart on the respondents’ opinions on whether the environmentally friendly products have low performance.
Colour
Yes or no
Respondents
% Distribution
Blue
Yes
33
34.1%
Red
No
59
65.9%
Fig 5: A pie chart asking whether consumers would buy green products if they were expensive.
Colour
Yes or no
Respondents
% Distribution
Blue
Yes
63
66.3%
Red
No
29
33.7%
Fig 6: A comparison of preferences of plastic bags and cloth bags.
Colour
Opinion
Respondents
% Distribution
Blue
Plastic Bag
6
4.4%
Red
Cloth Bag
86
95.5%
Fig 7: Whether the respondents would change their lifestyles to adopt environmentally friendly products.
Colour
Opinion
Respondents
% Distribution
Blue
Very likely
30
33.3%
Red
Likely
41
44.4%
Yellow
Neutral
19
21.1%
Green
Unlikely
1
1.1%
5 Would you buy expensive
products being green or not:
Majority of respondents (66.3%)
responded positively that they will
purchase a product which is
environmentally friendly if it
meant that they were environment
friendly.
6 Cloth bags versus plastic bags:
A clear majority of 95.5% chose
that they would prefer buying a
cloth bag which are 8 Rupees per
unit and lasts longer as compared
to plastic bags which are much
cheaper but can only be used few
times. The washable factor of the
cloth bags is a major contributor
to the result.
7 Would you change your lifestyle
for the environment: 33.3% are
very flexible with respect to the
lifestyle changes which comes
after buying environmentally
friendly products. That includes
giving up their favourite products
for the alternative of nature
friendly product.
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 5
Fig 8: Can capitalism and environmentalism coexist together?
Colour
Yes or no
Respondents
% Distribution
Blue
Yes
61
66.7%
Red
No
31
33.3%
Fig 9: Do the respondents find it difficult to shift to green environment?
Colour
Opinion
Respondents
% Distribution
Blue
Extremely difficult
7
7.8%
Red
Difficult
49
54.4%
Yellow
Not that difficult
33
36.7%
Green
Very easy
1
1.1%
Fig 10: Majority of the respondents were never a part of any sustainability programmes.
Colour
Yes or no
Respondents
% Distribution
Blue
Yes
35
38.9%
Red
No
55
61.1%
Is the Government spending enough behind green environment: There is a mixed response from all the respondents about this
question, but a majority of responses point out towards the fact that Govt. of India is not doing enough for green
environment. They could do more towards the cause but are lacking in proper planning and execution. They should appoint a
third-party consultancy firm for helping them towards this cause and they can introduce more schemes related to this.
Fig 11: What does the general public think about the government’s expenditure on green environment?
8 Can capitalism and
environmentalism co-exist: An
indeed controversial question;
66.7% respondents feel like they
both can co-exist, and companies
can still make profits with
environmentally friendly products.
9 Difficulty in shifting to green
environment: Majority of
respondents (53.9%) think that
shifting to green environment is
rather difficult because it includes
compromising in some important
features provided by non-green
products, but it benefits the
environment in the long run.
10 Have you ever been a part of a
sustainability programme: There
is almost an equal contribution to
Yes (38.2%) and No (61.8%)
where the majority has not been a
part of sustainability programme.
It includes programmes like
school sponsored industrial visits,
visits to local khadi villages, etc.
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 6
Colour
Opinion
Respondents
% Distribution
Blue
Yes, they are
14
15.6%
Red
No, not doing enough
33
36.7%%
Yellow
No, they can do more
31
34.4%
Green
Neutral
12
13.3
Government Schemes and their know-abouts: There are three schemes, ‘Green skill development programme’, ‘National
action plan on climate change’ and ‘National mission for a green India’ which were voted the most. Frequent advertisements
may help with the propagation of such schemes and should be targeted towards the youth because of their awareness.
Fig 12: A list of government schemes dedicated to the green environment.
Discussion
The average buyer in India is not hesitant to spend extra money if it means that the product is environmentally friendly.
Considering the fact that majority of the respondents are in the age group of 19-25, they come in the income group of zero to
1 Lakh Rupees per annum so, at their individual level, they may not be able to make huge change, but they can change the
way they consume and the way they use certain products. They can begin using cloth bags instead of plastic bags and invest
more in rechargeable batteries – they are expensive but the carbon footprint they leave behind is very low as compared to
their counterparts i.e., use and throw batteries. In the below chart, we see that majority of respondents are not aware of about
the green environment initiatives around them. They are indeed aware about the concept of green environment and the
damage they make at personal level but they lack the awareness about the damage overall when everyone is ignorant about it.
Fig. 13: Challenges for green environment in India.
Whereas the majority (65.9%) selected that the awareness was a major issue, they also pointed out that they would rather use
products which make their lives easier and faster than use green products which is something that should be worked upon by
the relevant authorities.
Strategies to be followed for the propagation of the idea of green environment:
The Govt. of India should play a major role in introduction of green environment in the daily lives of people. New subsidies
for companies producing cloth bags and eco friendly solutions should be brought up and encouraged further. Private sector
should not treat CSR as a compliance but more like a duty to be executed for the betterment of society. Better treatment of
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 7
the industrial waste should also be taken care of. Subsidies in electric vehicles should be continued for 5-6 years – it will be a
burden for the Government but in the long run, it will definitely be counted.
Conclusion
According to the survey and the analysis, we see that majority of young adults wish to see the changes to protect the
environment and shift their consumption pattern with due aid. We observe that the generation is moving in the direction
towards the betterment of environment over merely satisfying materialistic needs. People are willing to spend more if the
product helps the environment and functions at an equal efficiency. Few have adapted the changes even today if there are
greener options available. People wish the support from the government and expect the government too to focus towards this
aspect. Young minds believe the with proper planning and framework, we still can change the scenario. This research paper
was to draw the attention and understand the mindset of people in this situation. From the data analyzed it is clear that there is
an impact about the need amongst citizens. May it be cotton bags or EV, people have accepted and tried to shift their patterns
to make the environment safer. All they expect is the right direction and equivalent options to choose to help the planet
become green again.
References
Climate explained: are consumers willing to pay more for climate-friendly products? (2020)
https://theconversation.com/climate-explained-are-consumers-willing-to-pay-more-for-climate-friendly-products-146757
Production, use, and fate of all plastics ever made (2017)
https://www.science.org/doi/10.1126/sciadv.1700782
Drowning in Plastics – Marine Litter and Plastic Waste Vital Graphics (2021)
https://www.unep.org/resources/report/drowning-plastics-marine-litter-and-plastic-waste-vital-graphics
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 8
5.12 Government Schemes and their know-abouts: There are three schemes, ‘Green skill development programme’, ‘National
action plan on climate change’ and ‘National mission for a green India’ which were voted the most. Frequent advertisements
may help with the propagation of such schemes and should be targeted towards the youth because of their awareness.
FIG (5.12): A list of government schemes dedicated to the green environment.
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 9
1. Discussion:
The average buyer in India is not hesitant to spend extra money if it means that the product is environmentally friendly.
Considering the fact that majority of the respondents are in the age group of 19-25, they come in the income group of
zero to 1 Lakh Rupees per annum so, at their individual level, they may not be able to make huge change, but they can
change the way they consume and the way they use certain products. They can begin using cloth bags instead of plastic
bags and invest more in rechargeable batteries – they are expensive but the carbon footprint they leave behind is very
low as compared to their counterparts i.e., use and throw batteries. In the below chart, we see that majority of
respondents are not aware of about the green environment initiatives around them. They are indeed aware about the
concept of green environment and the damage they make at personal level but they lack the awareness about the damage
overall when everyone is ignorant about it.
FIG (5.13): Challenges for green environment in India.
Whereas the majority (65.9%) selected that the awareness was a major issue, they also pointed out that they would rather
use products which make their lives easier and faster than use green products which is something that should be worked
upon by the relevant authorities.
2. Strategies to be followed for the propagation of the idea of green environment:
The Govt. of India should play a major role in introduction of green environment in the daily lives of people. New
subsidies for companies producing cloth bags and eco friendly solutions should be brought up and encouraged further.
Private sector should not treat CSR as a compliance but more like a duty to be executed for the betterment of society.
Better treatment of the industrial waste should also be taken care of. Subsidies in electric vehicles should be continued
for 5-6 years – it will be a burden for the Government but in the long run, it will definitely be counted.
Conclusion:
According to the survey and the analysis, we see that majority of young adults wish to see the changes to protect the
environment and shift their consumption pattern with due aid. We observe that the generation is moving in the direction
towards the betterment of environment over merely satisfying materialistic needs. People are willing to spend more if the
product helps the environment and functions at an equal efficiency. Few have adapted the changes even today if there are
greener options available. People wish the support from the government and expect the government too to focus towards
this aspect. Young minds believe the with proper planning and framework, we still can change the scenario. This
research paper was to draw the attention and understand the mindset of people in this situation. From the data analysed it
is clear that there is an impact about the need amongst citizens. May it be cotton bags or EV, people have accepted and
tried to shift their patterns to make the environment safer. All they expect is the right direction and equivalent options to
choose to help the planet become green again.
3. References:
Katkoria & Paatel /IJES/ 12(1) 2023; 1-10
International Journal of Environmental Sciences 10
Climate explained: are consumers willing to pay more for climate-friendly products? (2020)
https://theconversation.com/climate-explained-are-consumers-willing-to-pay-more-for-climate-friendly-products-
146757
Production, use, and fate of all plastics ever made (2017)
https://www.science.org/doi/10.1126/sciadv.1700782
Drowning in Plastics – Marine Litter and Plastic Waste Vital Graphics (2021)
https://www.unep.org/resources/report/drowning-plastics-marine-litter-and-plastic-waste-vital-graphics