GENERATION, GENDER AND CIRCULAR CONSUMPTION: AN EXPLORATION OF THE BEHAVIOR OF URBAN INDIAN YOUTH

The global focus on circular economy transition is predominantly centred on manufacturing and business while the third crucial component of consumption is often ignored. Circular consumption provides the complementary looping actions through reducing consumption, reusing and purchasing recycled and refurbished products, adapting to new lifestyles, sharing product services, substituting to local products and so on. The present study explores the consumer behaviour of the urban Indian youth in light of the above and attempts to estimate their readiness for the circular economy transition. As a generation who will steer the journey to a sustainable future, their environmental attitude, purchase intention, social commitment etc. are important drivers of change. The study finds that the millennials and post-millennials of urban India form a homogenous cluster across age and gender groups and collectively reveal significant environmental awareness, pro-environmental behaviour, adaptation intention, willingness to pay and preparedness for change through circular consumption patterns.