2. 1. Introduction
One of the strongest pillars for sustainability is the conservation of the environment.
Businesses are realigning their strategies according to the environmental context to sustain
a circular economy. A circular economy can be defined as a cyclic process that stresses
increasing the sustainability of a product by identifying the reuse of used products at
various stages, thus reducing the use of new products, leading to the accumulation of waste
in landfills (Awasthi et al., 2019). The circular economy comes with environmental, economic
and social benefits for a nation. This is particularly important for developing countries like
India, where sustainability and waste management are more significant problems because
of the concentration of population, changing lifestyles, higher disposable income and better
living standards (Ganguly and Chakraborty, 2021).
Sustainability practices in India like waste management and disposal still follow an old
linear economy model, where the product is considered a one-time use. Researchers have
described the same as a “consumption-driven cradle-to-grave model” because of the dire
consequences. This approach needs to be changed into a cradle-to-cradle approach for
enhancing the circular economy model (Gayathri, 2015; Tse et al., 2016). India’s rapid
urbanisation and population growth will increase solid waste to a three times figure of 165
million tonnes by 2030 and an alarming 450 million tonnes by the year 2045 (Forbes, 2021).
An inefficient recycling process, an unaware population and an under-focussed industry-
level capability restrict the awareness and adoption of the circular economy model in India
(Javadekar, 2016).
There is a dire need for a long-term systematic behaviour change orientation and
frequent intervention for household waste management (Guo and Tsai, 2015), recognising
the need for households to be aware and take responsibility for their domestic waste
management. This will play a significant part in moving towards the systematic
intervention for the circular economy in the future (Kirchherr et al., 2017). The word
“domestic” in the context of this study refers to home space in India, where the family
follows meaningful practices and establishes relationships within family members (Norris,
2004).
Past research has been limited to the production side of the product life cycle when
examining its role in waste management. As per Parajuly et al. (2020), in the academic
discourse on the circular economy, the consumption side of the product lifecycle has
received very little attention compared to the production side of the same. Further, the
motivation and drivers of end users’ behaviour in the context of the circular system have not
been equally examined. The social and behavioural elements related to the consumption of
everyday goods domestically and how regular people can play a part in facilitating a
circular system’s success are presently scant (Camacho-Otero et al., 2018). There is ample
discussion on the technicalities needed to improve waste collection and recycling rates. The
user’s role and importance in sustainable production and consumption of products have still
not been satisfactorily studied (Otto et al., 2018). Past cases, like San Francisco’s zero waste
programs and Japan’s material-cycle society plan (Awasthi et al., 2019), have shown that this
transition of waste to a resource for the establishment of a circular economy is still in its
nascent stage and research into the government policies advancements and planning.
Behaviour change among citizens is required (Silva et al., 2017). This motivated the authors
to add to the past literature and study the consumption side of the circular economy issues
in India through the use of usefulness and utility of resources on the domestic front.
Although the listed magnitude of the waste management problem in India, very few
studies are available on this topic. Although dedicated research has been seen on waste
management problems, converting the waste to energy potential in India (Mohan et al.,
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3. 2018), there is no study on reducing waste at the source point, the domestic front among
Indians. Where most of the present literature concentrates on the role of industry,
government and waste management agencies in bringing in a circular economy (Pandey,
2017; Bajrangi, 2017), this study attempts to focus on domestic behavioural change and
sustainable practices.
Very few studies have tried to understand waste management among Indians. Bajrangi
(2017) and Goyal et al. (2016) confirm that limited studies have been carried out on the
application of the 3Rs (recycle, reuse and reduce) post-consumer waste in India for achieving
a circular economy. Moreover, these studies deal with sustainability and environmental
crisis and not the cultural problems related to them. Accordingly, past research has shown
that cultural factors and demographic factors could impact the disposal and management of
waste and thus impact the sustainability initiative by the residents of a country (Vyas, 2012;
Norris, 2015). In addition to focusing on household waste management and sustainability
practices, this study also explores the impact of the inherent Indian cultural value and offers
a comparative exploratory insight from two generations of the Indian population – Baby
Boomers and Generation Z. Thus, from the concept of circular economy and sustainability
on the domestic front, this will be the first study analysing the two generations Baby
Boomers and Generation Z and the way they perceive the motivation to go circular.
The paper’s main objective is to study the behaviour of Indians towards sustainable
consumption and practices of “reduce, recycle and reuse.” It suggests strategies oriented
towards sustainable practices such as organised recycling channels developed by private
labels, government agencies, second-hand markets, artisans and tailors and other recycling
partners (Wadera and Kaur, 2019). These partners can prevent the damage caused by this
waste to the environment by increasing landfills and pollution caused by burning this
waste. This study adopts a qualitative approach to fill this existing gap in knowledge and
makes a theoretical contribution to the circular economy, sustainability practice and waste
management, specifically in an Indian context. There is a need to understand people’s
attitudes and motivations towards sustainable practices so that the government and
business houses can design sustainable technologies and initiatives, accordingly
highlighting relevant practical implications that emerged from the findings of this study.
2. Literature review
2.1 Circular economy
Circular economy stresses zero waste, a concept that became popular in the late 1990s and
was first introduced by Pearce and Turner in “Economics of Natural Resources and the
Environment” in 1990 (Pearce and Turner, 1990). The circular economy works on
developing a closed-loop ecosystem for the adequate consumption and utilisation of
resources. The circular economy concept has been applied for business, economics and other
commercial fields. Thus, a shift to a circular economy will entail material flows from an old
linear approach (resource-product-waste) to a closed-loop approach (resource-product-waste-
new resource). The circular economy can also work as an economic model that aims to
minimise waste and reduce primary resources, keeping in mind the protection of the
environment and economic and social benefits. A circular economy thus leads to sustainable
development and enhances economic growth while reducing resource depletion and
environmental degradation (Murray et al., 2017; Hofmann, 2019).
The circular concept explains a shift from the simple mitigation model to a new approach
to absolute value creation. This value creation has to be done socially, economically and
environmentally. The social concept of value creation has been ignored in past literature.
The economic growth through a circular system intends to enhance the economic growth by
Indian ethos
and
generational
differences
4. increasing the resource use and reducing the impact of wastage of the same on the
environmental effects (Babbitt et al., 2018). This decoupling economic approach has brought
in the role of business “sustainability” becoming more comprehensive and becoming a social
and economic necessity for the governments and businesses of a country. Leaders from
industries are moving towards a sustainable economy where there is a dire need for a global
reduction in resource use on the domestic front with the increasing economic activity. This
research aims to understand the reduction of the rate of resource use.
Currently, the Ellen MacArthur Foundation’s research community publishes the most
professional publications on the topic in Asia. The foundation aims to bring a circular
economy in India with the support of UNCTAD with a focus on three critical areas of the
Indian economy and society: cities and construction, food and agriculture and mobility and
vehicle manufacturing (EMF, 2021). Cities, especially urban cities, will be crucial in
restricting waste disposal at the domestic front to enhance India’s initiative towards a
circular economy (Camacho-Otero et al., 2018). This is all the more crucial for a country like
India, which has shown rapid growth in its economy, which has led to some increased social
and environmental stress factors, which include population growth, rapid urbanisation,
environmental pollution, resource scarcity and climate change (Fiksel et al., 2021).
2.1.1 The 3R circular economy model. The new reconfiguration model will create a
waste-free ecosystem by adopting the 3Rs of sustainability, reduced, reuse and recycle
paradigms (Tse et al., 2016).
Implementing a circular economy (with the 3Rs) requires conducting an awareness study
among the people of a nation. The closed-loop circular economy system comprises:
reducing the consumption of non-renewable and toxic raw materials;
reusing the present products with the help of superior design of the processes,
business models and systems related to the products; and
recycling the waste products and creating new resources which can be consumed in
the future.
The concept of 3R has further advanced to new ideas. The new 5R concept, which represents
the waste management hierarchy, is one. The 5R concept can be applied to domestic waste
by stressing its components: reuse, recycle, reduce, repurpose and refuse. Thus, this calls for
reducing consumption at the domestic front, which could lead to necessary environmental
conservation, with stress on the recycling and reusing activities for demolition waste. This
continuous use of recycling could also reduce the amount of waste dumped in the landfill. If
the domestic waste is not disposed of correctly, there could be adverse environmental
effects. Thus, the 5R concept stresses the reuse, recycling and reduction targeted at the
domestic level, leading to mutual respect for the environment.
Here, the goal of reducing the environmental impact for any domestic activity has been
seen as a widely accepted goal of sustainability (Awasthi et al., 2019). Implementation of the
5R concept (refuse, reduce, reuse, repurpose, recycle) can be done on a domestic front for
waste management by applying these concepts to the waste sector and creating conditions
for the use of the same on other stakeholders (Kronenberg and Bergier, 2010). Further, the
idea has now developed to the “close the loop concept,” where the product is not allowed to
leave the circle of the supply chain and is retained in the chain itself even after the waste
disposal through these 5Rs.
Many developed nations have achieved a green supply chain to reduce e-waste and
enhance the circular economy and sustainability (Kaur et al., 2018). Past literature has
concentrated on recycling industries of the developed nations like the UK and Egypt,
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5. concluding many factors which could help enhance sustainability like investment recovery,
green purchasing, eco-design, customer cooperation and internal environmental
management (Zhu et al., 2007).
Some studies speak of the participation of residents in the initiative of sustainable
consumption and disposal. A study in the UK explains the kerbside collection of dry co-
mingled recyclables to achieve sustainability (Hahladakis et al., 2018). Further, there is
literature on how the export and import of the second-hand clothing industry in Zambia and
Great Britain has been helpful as an initiative for enhancing the circular economy (Paras
et al., 2017).
2.2 The Indian sustainability and cultural connect
Chandrakant et al. (2020) confirm that the circular economy needs proper awareness among
the country’s residents. Minimising household solid waste in India is only possible if the
residents know the disposal centres and channels for their old and used products. It also
needs the support of local bodies, local artisans and small and big business houses dealing
with second-hand garments or recycling garments from used products (Narain and
Sambyal, 2016). Studies show a need to integrate the informal recycling sector with the
domestic waste disposal points by increasing awareness about the circular economy (Goyal
et al., 2016).
As per Awasthi et al. (2019), if the individuals of a country do not participate in
sustainability initiatives, it will be impossible to save the environment from being polluted.
Studies have found a relationship between the demographics of households and their
sustainability initiatives. Wee (2019) concluded that the older, wealthy and well-educated
people favoured recycling. Another research by Deloitte (2021) concluded that non-recyclers
tend to be the younger generation and the ones who are less affluent. Research has thus
shown that recyclers were the rich people owning a car or a home and were well-educated.
Vyas (2012) studied the domestic artefacts in Indian households and how household
women used sustainable methods to change the user objects to valuable objects that could
be further used. The study results show the rationale of this practice of recycling domestic
products, which are not limited to the usefulness of the new object but also the religious
beliefs, traditions, Indian ethos and personal beliefs of the family and society. Vyas (2012)
concluded that the sustainable practices were not just mere reuse of old things but were
enriching their household activities. The description of the recycling of the Indian “saree”
into a dress for the daughter explains the long family tradition being modified into new
fashionable clothing. These sustainable practices were thus motivated to satisfy the family’s
current needs. Also, the cultural aspect was more important than the environmental aspect
as a motivation for sustainable practices in Indian households.
Previous studies have listed the central sustainable practices adopted by Indians.
Domestic households in India divided the waste into two categories. The first category was
the reusable products passed on to the younger children in the family-like old books and
clothes. The second waste category was the non-usable products donated to household
domestic staff or non-governmental organisations (NGOs) (Pandey, 2017).
Bajrangi (2017) further explains the importance of donation in Indian society. The study
describes the donation of old and used products to NGOs and domestic staff in the house
and how it makes its way to resale second-hand garments or recycling partners in India. The
NGOs were the most common channel for a donation of clothes. The clothes from NGOs
were either transferred for charity or recycled to new products with the help of a community
of local artisans (Bajrangi, 2017). The Indians have shown a lack of awareness of donating
old and used clothes other than those listed above. Goyal et al. (2016) explain the need for a
Indian ethos
and
generational
differences
6. circular economy and how the same could be implemented in India with the help of key
partners and channels like NGOs, municipal corporations and government.
The women in Indian houses have been very innovative in recycling old products to
delay their disposal, like decorating old flowerpots, stitching and decorating carry bags and
garments for children. For recycling these products, the women used broken items like
buttons and embroidery on an old dress to make new, usable products (Norris, 2015; Pandey
et al., 2017). The Indian women achieved personal satisfaction in these sustainable domestic
activities. Reusing these articles also showed a family intimacy, especially when it came to
the elder’s garments being used by young ones as a blessing (Norris, 2015; Vyas, 2012).
Women were emotionally attached to their wedding dress and did not want to dispose of it
but converted it to a dress for a loved one in the family.
Pandey et al. (2017) study the impact of demographics like income of Indian domestic
households and the fragmentation of waste into various categories on the sustainable
practices of Indians. Chandrakant et al. (2020) examine the importance of the 3Rs in the
Indian context and how the same could contribute to the circular economy. Vyas (2012)
studies the impact of economic maximisation as a significant motivation for these
sustainable initiatives. Norris (2015) explores the role of younger wives and their thrift
which led them to save money compulsorily and reduce the consumption of new products
unless and until needed desperately.
There is still a gap in past research studies. None examined the sustainability motivation
among Indians or the cultural or ethnic norms that governed the sustainability initiative
among Indians. No previous studies have examined the linkage between the circular
economy, sustainable consumption practices and generational differences linked to Indian
ethos. This study fills the gap by studying the impact of culture and Indian ethos on the
sustainability initiatives of Indians in reducing consumption, recycling waste and reusing
products. Further, a comparison of the domestic sustainability activities, their motivations
and the impact of culture and Indian ethos was made among two generations, namely, Baby
Boomers and Gen Z. The study further understands how the old and used products from the
“domestic” units could be added to maintain supply for a circular economy.
3. Methodology
3.1 Semi-structured interview
Interpretive, qualitative research (Bryman and Bell, 2015) with households in Delhi, India,
has been undertaken to develop an understanding of how and to what extent they engage in
sustainable domestic practices of “3R” and whether their family values and Indian ethos
play a role in this. This methodology allows for more in-depth insight and empirical detail
and for the narrative of the subject matter to be developed (Cass and Faulconbridge, 2016).
Qualitative research and personal in-depth interviews, as our method of inquiry, is generally
perceived as the most frequently accepted and recommended source of information in ethical
research since ethically related research are usually influenced by a high degree of social
desirability (Carrigan and Attalla, 2001; Carrington et al., 2014). Considering that some of the
target participants (the Baby Boomers) may have low levels of formal education and limited
understanding of information technology, they may not be able to engage with
questionnaires and surveys; qualitative conversations may lead to a better understanding of
their experiences regarding the subject matter (Willig, 2013) and enhance the
trustworthiness of research by guiding participants and thereby improving response rates
(Farinloye et al., 2019).
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7. 3.2 Sample recruitment
Data were collected through semi-structured interviews with two different groups of
individuals in a household – firstly, the Baby Boomers or those born between 1946 and 1964,
who can be considered as grandparents in the households and secondly, Gen Z or those born
after 1996 and are considered children in the house. The parents (millennials and Generation
X) were excluded as the study aims to understand Indian ethos, ancestral passing down of
knowledge between the Baby Boomer generation and the Generation Z and possible
generational differences. As the age strata were pre-decided, participants were recruited
from Delhi, through notices and advertisements at local centres, social clubs and through
snowballing and purposive sampling. Social media was used, with Facebook and
WhatsApp being the prominent mediums used for Gen Z. New Delhi is the capital city of
India with five municipal corporations in 280 wards and 14,000 tonnes per day of solid
waste to be disposed of per annum. The participants were invited to contact the research
team if they were interested in participating in sustainable consumption practices. After a
few interactions, many participants indicated their interest in participating in this study. Of
the 93 participants that reached out, 64 indicated their interest and agreed to be interviewed,
giving a response rate of 68.81%. The final sample has 53.1% (n = 34) of Baby Boomers and
46.9% of Gen Z (n = 30), out of which 54.6% (n = 35) are females and 45.3% (n = 29) are
male participants. In total, 50% (n = 32) of the participants are married, 39% (n = 25) are
single while 11% (n = 7) are widow/widower. Regarding their education, 42.1% (n = 27)
have completed high school, including some Gen Z respondents in university undergraduate
studies. In total, 28.3% (n = 18) have a university degree while 29.6% (n = 19) have no
formal education.
3.3 Data collection
Recruited participants were signed up to agreed interview dates and times and the
interviews were carried out in May 2021. Interviews were conducted face-to-face, over the
telephone and via Skype. The participants were assured that they would remain anonymous
and that none of their details would be disclosed or shared. They were informed that the
conversation would be recorded solely for research purposes. The participants were asked
open-ended questions to understand and gather their opinions about their responsibilities as
consumers, the natural and social environment, their motives to act and the whole process of
responsible behaviour from concern to action of “3R.” Respondents were prompted to give
their backgrounds and reasons for sustainable consumption, conspicuous consumption and
anti-consumption. They were also asked about their families, ancestral learning towards
sustainable consumption and whether their motivations were media, society or self-
consciousness. They were asked about their type and quantity of purchases. Questions were
framed with the “opportunity for clarification, explanation and elaboration of questions and
responses” (Clifton and Handy, 2003, p. 8). Adjustments were made to the interview guide as
needed in an iterative process. The interviews lasted between 52 and 75 mins, audio-
recorded and transcribed by a professional, producing over 340 pages of single-spaced data
of approximately 150,000 words. These qualitative data are saved in an MS Word document
for further analysis.
3.4 Data analysis
The transcripts were imported into qualitative data analysis computer software, a
qualitative analysis software tool (Farinloye et al., 2019) for the data analysis. Braun and
Clarke’s (2006) analysis phases were adopted for the data analysis. Adapted from Mogaji
et al. (2021), Figure 1 illustrates our data analysis procedures.
Indian ethos
and
generational
differences
8. Phase 1: There was the initial familiarisation with and immersion in data to understand
the personal narrative accounts sought in the interview; this involved reading the interview
transcripts repeatedly to become familiar with the data.
Phase 2: Initial case nodes were generated based on the initial understanding from the
repeated reading in Phase 1, extracting how the participants share their consumption
practices. These case nodes represented our “units of observation” from the data. They were
“the most basic segment, or element, of the raw data or information that can be assessed in a
meaningful way regarding the phenomenon” (Boyatzis, 1998, p. 63).
Phase 3: Case nodes generated in Phase 2 were subsequently collated and merged to
become child notes. For example, “family’s way of living,” “cultural values” and “what we
do at home” were combined into child node of “family’s way of living.” The 58 child nodes
were generated at this phase. These were the first-order concepts.
Phase 4: Child nodes generated in Phase 3 were reviewed and subsequently
collated and assigned to relevant overarching parent nodes/sub-themes. The
overarching themes were further scrutinised using a constant comparative method that
proposed and interrogated themes to the point of saturation (Miles et al., 2013). For
example, “informal education with parents,” “family’s way of living” and “spending
time with mothers,” which were child nodes, were merged under the overarching parent
node of “informal family education.” The 58 child nodes in Phase 3 were incorporated
into 13 parent nodes. These are second-order concepts. During this stage, some themes
were removed as there was inadequate data to support them; in contrast, some were
further developed and merged.
Phase 5: These themes were reviewed and refined to answer the research question. The
13 parent nodes/sub-themes in Phase 4 were merged to make the three main themes that
address the research objectives. They were considered satisfactory by the team and named.
These were the aggregate dimensions.
Phase 6: Finally, a graphical illustration of findings from the analysis are presented in
Figure 2, albeit a synthesised presentation, rather than a detailed recount of individual
Figure 1.
Data analysis phases
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10. consumption practices narratives. Cross-personal comparisons and the examination of
patterns and themes provided the basis for concluding. Figure 3 presents a summary of key
themes, listing listed 58 initial codes (first-order concepts, third phase of thematic analysis),
which were later merged into 13 themes (second-order concepts, fourth phase of thematic
analysis) and, finally, into three main themes addressing the research objectives (aggregate
dimension, fifth phase of thematic analysis). The phases of the study have been explained in
Figure 1.
3.5 Credibility and authenticity
Considerable effort was made to ensure the credibility and authenticity of this study.
Measures were taken to provide informed consent to participate. Member check, which
means sending the transcripts back to the participants, was carried out. They were okay
with the transcripts, and no changes were made. This additional engagement with
participants was considered the most critical step that can be made to bolster a study’s
credibility (Lincoln and Guba, 2004) as it allows participants to check, validate and verify
transcripts (Merriam and Tisdell, 2015). Miles et al. (2013) recommended that data credibility
be further bolstered by constantly comparing data and themes within the team and a
rigorous peer debriefing process. In addition, a detailed account of the methods, procedures
and decision points in carrying out this study was documented in the form of an “audit
trail,” as advised by Shenton (2004).
4. Findings of the study
This research aims to stress the value creation for a circular economy that can be done
socially, economically and environmentally. The social concept of value creation has been
ignored in past literature and analysed in this study. The study has made an exploratory
analysis of the primary motivations of the Baby Boomer and Generation Z Indians to
analyse how Indians are engaging with the 3Rs for their domestic waste management.
These 3Rs are pillars of sustainable consumption practices, contributing to India’s circular
economy.
Participants understand these sustainability concerns; they consciously make an effort
and educate others about them. There were variations across gender, age and level of
education. Three main themes were identified from the analysis – awareness about the need
to act, motivations for taking the actions and actions that participants are taking to
demonstrate their understanding.
Figure 3.
Graphical illustration
of findings from the
data analysis
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11. 4.1 Awareness
Participants reported their awareness about recycling reuse and reducing their
consumption.
4.1.1 Family informal education. This awareness is often from home through informal
education with the parents. Participants recognise that their parents influenced them in
making a conscious effort to reuse things and reduce what they are buying. Even though
they were not doing this in the context of sustainability, it was more around a cultural value
and the way of living – not to waste things and be prudent. This informal education and
awareness more influenced women. Culturally, they spent time with their mothers, who are
also being prudent and teaching them about things to do. They pick from this and share it
with their daughters.
We do it because of the learnings we got from our mother and grandmother and because they
got from their parents and grandparents. My mother has taught me about reusing things, and
I have also taught my children at home. This is what goes on in our family. – A female Baby
Boomer.
There is a linkage with ancestral learning as it comes from my maternal family and my practice
of reusing and recycling the commodities is just because of my mom’s understandings. This has
been going on in our family for many generations. It is not new as we have an idea of the
concept. – A male Baby Boomer
I live with my parents and grandparents, and we often talk about recycling and reusing
things in the house. Often, we are being taught about reusing items. I listen to my
grandmother when she makes things and shares her experience about recycling. – A female
Generation Z
4.1.2 Societal informal education. This education builds on informal family education. It
highlights current cultural and societal expectations about the 5Rs, though it does not
explicitly present the idea of recycling or reusing. It shared the same concept and was
prevalent with the Baby Boomer generation, who may not have to add formal
education but observe things around them which informed their decisions on the 5Rs.
As reported by one of the participants, it seems to make it right just because everyone
was doing it.
When we got freedom in 1947, our nation India was impoverished. Only one or two family
members earned, and the rest depended on them. Females were not working. Most of us were
followers of Gandhi Ji, who said don’t waste a single line on a page. You know, in 1965, Lal
Bhadur Shastri Ji gave a call to the nation that if you kept fasting in the evening for one day in a
week, then India would be self-sufficient in terms of food grains. Most of the Indians did that. – A
female Baby Boomer
This learning we took from our studies. From our national leaders. Our religion, our forefathers
gave these insights to us. This is something that has been integrated into our culture as Indians. It
is a society thing, and most people are aware of it. – A male Baby Boomer
4.1.3 Media. In addition to this informal education and awareness at home, participants also
recognise the role of media in creating awareness about the need for the 5R. They realise
that public awareness and advertisements on the media like TV, radio, newspapers and
billboards have made awareness about these sustainability issues and reinforced what they
have been hearing from their parent at home. The millennials also recognise the role of
Indian ethos
and
generational
differences
12. social media in raising awareness about the 5R; they see messages from the government,
organisations and even some celebrities they follow.
4.1.4 Formal education. Formal education from schools was also found to add to
awareness about the 5R. Millennials recognise that the information they get from their
schools about recycling helps them make decisions and act to save the environment. They
recognised the awareness is essential in motivating them to work. They have been educated
about the benefits of recycling, and they are more encouraged to act and share this
knowledge with their friends and parents.
We have been taught about recycling in school; I have read about it. I would say my education
has helped me better understand what is expected. I am aware of sustainability and ethical
consumption; I try to do my part in protecting the environment – A male Generation Z
4.2 Action
This is a demonstration of their understanding and motivation. They are aware of the
prospects and advantages of the 5Rs, and they are motivated to act. Participants’ actions are
primarily around reusing and less about recycling.
4.2.1 Reuse. Most of the participants revealed how they had had to reuse different items
in the house. Participants showed five major themes around their action to reuse things.
Firstly, they use materials and containers like glass jars and metal containers in the
house to store and keep other things. Instead of disposing of it for recycling, they use it to
store grains and other items in the place. This approach was prevalent with the older women
who considered that some money should be saved to save the environment, and things
should be effectively managed and organised in the house.
When purchasing these things, a few points are in mind, like if biscuits, Bournvita, etc., were
available in glass or plastic jar with no extra price, we prefer to purchase it because that could be
used for storage in the future. The chyawanprash bottles were used to store eatables like sooji or
dals etc. The bigger bottles were more helpful in keeping these items than small bottles - A female
Baby Boomer
Secondly, we found evidence of people reusing their textbooks. Instead of disposing them of
for possible recycling, they handed them over to their younger siblings so that those could
be reused. This was prevalent with the millennials who had younger siblings and cousins in
lower classes, and they could pass their books to them. They acknowledged that while it
saved the environment, it also saved their parent some money.
Thirdly, participants revealed that they reused the clothes and saved the environment.
They acknowledged the social and sustainable motivations in taking this action. They noted
that they are not shy wearing the same clothes on many occasions. They also recognised
that they could reuse cloths to make a different style or pass it over to other people like
siblings or helpers. Especially when the clothes were not so worn out, they can still be used
by someone else.
I reused my marriage dress for making a dress for my daughter because it was better that she
used it rather than giving it to someone else. I gave some clothes in good condition to a domestic
help who was not our servant but used to come to our house and supported me in household
work. – A female Baby Boomer
Fourthly, clothes worn out and cannot be handed over to anyone else are reused by making
dusters to clean the house or making table covers. This was more prevalent with women
who felt responsible for taking care of the house and who could reuse the clothes. They
believed they could reuse the worn out garments into something still useful.
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13. We made knit asanas from old sweaters and put them in our kitchen. My father and mother-in-
law, husband and kids all sat together and had their food on that asaan or dari. We used two or
three old clothes for dusting or other rough work when two or three. – A female Baby Boomer
Finally, participants revealed that they reused food to avoid wasting and throwing it in the
bin. Often, they could recook leftover food items and make them into another meal. Again,
this was predominantly carried out by older women responsible for cooking. They
recognised that they had to be prudent about cooking, suggesting their desire to reuse food.
Two Baby Boomers noted that they made some new dishes from food items like chapatis.
They made churma by dipping left chapatis in curd for three hours while others stated that
for a food item, they used in their homes like if they had chapatis of last night left, they used
to make churma in the morning but never would waste the chapatis.
4.2.2 Reduction. Participants revealed how they had reduced consumption to indicate
their effort towards sustainability. Married women who stayed at home highlighted their
decision to reduce the number of foods, clothes and other household items they bought.
Since their husband gave them the money, they recognised that they decided what and when
to buy. Often, they would buy in bulk to save and control what they buy. The older men
believed they did not have much control over the reduction of what to buy. They felt they
were not responsible for purchasing the household items or cooking the food.
Generation Z was also able to demonstrate how they reduced their consumption. They
were more conscious about the clothes they bought. They acknowledged that reducing the
number of clothes they bought was essential to demonstrate their understanding and
awareness of their environmental impact. These participants noted that they reduced the
number of books they purchased by collecting books from their older siblings or buying
second-hand books. The Generation Z participant recognised that they were not anti-
consumption but being prudent and making a conscious effort towards sustainability.
The reduction was not all about sustainability but a way of life for some participants.
They acknowledged they thought money was not a problem for them; they noted that they
could buy almost anything they needed; their family upbringing and values had taught
them to be very prudent and considerate with how they would buy things. These were
particularly female participants who felt the money they had was not making them go away
from their upbringing and family values. On the other hand, Generation Z male participants
from wealthy families had somewhat different opinions and ideas about reducing
consumption. They felt the money they had should be used to buy whatever they needed.
They did not see value in reusing clothes or other things because it did not speak to their
status.
4.2.3 Recycling. There was a general lack of understanding about recycling as part of the
5Rs. Often this is confused with the idea of reusing. Recognising that recycling from an
individual’s point of view is about disposing items into designated places where they can be
taken away and recycled. Recycling, unlike reusing, involves turning the product into raw
material for another product and recycling cardboard paper into tissue paper. These are not
the customers’ responsibility, but to make sure the cardboard papers are put into a
designated place to be picked up and taken to the right place for recycling.
As most of the participants were confused about reusing with recycling, only four
participants, all-female Generation Z, recognised their conscious effort to dispose of their
waste for recycling correctly. They realised that they were aware and educated enough to
check if the items could be recycled, trying to read the information on the packaging.
Secondly, upon deciding, they disposed of it properly as stipulated by the waste collection
authority in their area.
Indian ethos
and
generational
differences
14. Yes, I am aware of the concept of reusing and recycling domestic commodities, and I do it to
whatever extent possible. I know it can be unclear, but I am getting better; at least with constant
practice and determination, I will get better. – A male Generation X
They recognised that recycling could be a difficult task. It is easier to reuse if they have the
skills and awareness or dispose of it as household waste if they cannot identify the possibility
that the item will be recyclable. Generation Z participants are more aware of recycling, using
the correct terminology and more likely to educate and inform others about it.
4.3 Motivation
The motivation to act based on awareness was one of the themes that emerged from the
analysis of this study. Three male Generation Z participants were not motivated to work.
They felt that though they knew about the 5Rs, there was nothing much they could do. They
felt there was no reason to reduce consumption, reuse items or recycle. They believed that
their financial capabilities allowed them to spend as much as possible without reusing items.
I do not check for product use. Up to a minimal extent, the reuse factor influences my buying
decision. I do not inquire about reuse or recycling; I purchase it when I like it. Hence it mainly
does not affect my buying decision. I come from a wealthy family where I do not think twice
before purchasing anything. – A male Generation Z
The majority of the participants revealed a sense of motivation to act based on their level of
understanding and awareness about the 5Rs. Different motivations were, however, observed
from the participants.
4.3.1 Skills. Some were motivated to act because they could make things and reuse the
items. These were predominantly the older women who had the skills to turn used clothes
into dusters and make dresses. They could reuse leftover food to make another menu. The
skills made these women more comfortable and motivated to act.
I am good at stitching and knitting. I have made many girls independent by imparting this
knowledge and gifting my home products to get them recycled. I enjoy doing this as I also do it to
improve my skills. I do it to fulfil my creative instincts. – A female Baby Boomer
4.3.2 Satisfaction. An individual’s satisfaction in reusing and recycling is also a motivating
factor. Individuals, especially the Baby Boomer generation women, felt a sense of pride in
reusing things. They are doing this because they like it, and it has become an integral way
of life. This is not because they do not have anything, but they are satisfied with what
they have.
I used to buy two sarees, and there was no hesitation in repeating the same dress in more than one
function in the family. Though we as a family are financially motivated to reuse and reduce
consumption, money is not a constraint, but we do not believe in wastage. – A female Baby
Boomer
4.3.3 Savings. Some were motivated because of the need to save and be prudent. Often these
are also older women who felt they did not have much, so they were being mindful of their
level of consumption. They were willing to wear the same clothes on many occasions; they
were more likely to collect used clothes from their family members or collect used books for
their children. Some of these participants also revealed that they had to trade and barter,
exchanging what they had to get what they needed. Even though they were motivated to act
responsibly and sustainably, the lack of these resources motivated their actions.
Everyone around us used to save. It was all in the family. Also, buying a new thing would cost
money, so we tried and retained the old ones for a long. Also, some used bottles were kept to be
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15. sold to the garbage seller. Old and used notebooks and paper were also sold to the sanitation
worker and never thrown in the dust bin. We did not believe in throwing anything; why throw
and waste instead of passing it to someone or selling it to the garbage seller to get some money. –
A female Baby Boomer
4.3.4 Social causes. Some participants are motivated to act as a form of social causes. These
participants are mostly females. They often feel they cannot throw things away or make
them waste; instead, they are willing to give them to the less privileged, including their
domestic household staff or family members. They consider this as an act of a social cause.
Likewise, Generation Z females are also interested in these social causes. Though they
seldom have things to give out, they have been motivated through their education and are
willing to take action to support a social cause. They are eager to educate their parents about
helping others with things they no longer use in the house instead of just throwing them
away.
I believe in donating. I have given many clothes and shoes to my domestic help or employees.
Every season, I donate 10% of clothes or shoes to them or sometimes to needy ones. I believe this
is a social cause I can support in my little way. – A female Baby Boomer
We used to give to the needy in our village; my younger niece and nephew used to wear my
clothes. We are pretty comfortable and able to afford some new things, but I give out the things I
no longer need after some time. This includes my sneakers and other shoes. I would not want to
throw them in the bin. – A male Generation X
4.3.5 Sustainability. Sustainability and durability were other motivating factors for the
participants. The participants revealed that they make conscious efforts to buy things that
they consider durable and can last longer. The Generation Z participants noted this by
illustrating their fashion purchase, suggested they buy clothes and bags because they
believe they will last longer. The older participant corroborated this by sharing examples of
things bought for them as a wedding gift and are still using them after many decades. They
believe if they buy something durable, it has more lasting value as they can reuse and even
pass it to the next generation.
Being an economics student, it is my responsibility to decide everything judiciously. I always look
at the sustainability of a particular object before buying it. I know what I need, and I try to make
the best purchasing decision. Here is my little way of sustaining the planet. – A female Generation
Z
My choices are often influenced by whether the product is durable or not or can be reused. We
buy kitchen containers and clothes, and stationery items in our home based on their durability
and reusability. We want to buy things that will last for a long time; though they may be
expensive, they are a good investment. – A female Baby Boomer
4.3.6 Societal contribution. The need to contribute to society and protect the environment was
another motivating factor for the participants. These are predominantly from educated Generation
Z participants who felt that their actions are impacting the environment and, therefore, must take
steps to protect the environment. They are being mindful of what they buy – sustainable and
recyclable, the number of things they buy – to avoid waste and willing to read the packaging and
follow instructions for recycling. One of the participants noted that “being a responsible citizen of
my country, I must use the resources efficiently and effectively. So, I believe in it.”
The women of the Baby Boomer generation are also aware of the need to protect the
environment. Though they seem not to have the correct terminology, they see it as their role,
Indian ethos
and
generational
differences
16. a generational and cultural expectation to preserve the environment and make it more
suitable for the coming generation.
We have never heard of anything like sustainability. I have listened to you and understood that it
entails reusing and recycling. We did not adopt this lifestyle for the sake of the environment or
the good of society. We were practical people. – A female Baby Boomer
Analysis of the result presents a lack of knowledge and understanding about these 5Rs from the
male’s perspective. The men of the Baby Boomer generation who were interviewed felt it was more
of the women’s responsibilities to take care of the waste in the houses (recycle), to buy things
because they have provided the money (reduce), and to make things from unused items in the
place (reuse). These individuals felt that they were providing the money, and they did not care and
put much emphasis on the 5Rs. This lack of knowledge has also transferred to the male Generation
Z participants who are more aware, due to the education and media, but often not motivated to act
about the 5R. They often also see it as something not important and not necessary.
The mothers also recognise these challenges within the homes. They felt they could not
correct the males in their families or enforce the idea of recycling or reducing things because
they believe that the male occupants have their ways of doing things and may not want to
understand or get involved. This is also further hindered by cultural expectations and the
fact that they live in a large household where many women do these household chores.
I no longer preach these practices to others. But times have changed. What we did in our times
cannot be done today. I don’t want to preach because the new generation does not want us to
interfere. If someone wants to listen, then I will say something. – A female Baby Boomer
It is tough to convince young generations to reuse and recycle things because everything is available
to them, and they want everything instantly; hence I do not talk about it. You hope they recognise the
implications of their choices and make amends as soon as possible. – A male Baby Boomer
However, this setup allows the mothers to educate their daughters about reusing and
reducing consumption. Notably, the daughters see what their mothers do and often learn.
This presents the passing of knowledge to further generations. The Generation Z female
participants, unlike the older women, were more willing to educate their peers about the
need for the 5Rs. These female participants believed their education and action are helping
them to effectively communicate and educate people, including their parents and brothers,
about the need to take action to protect the environment.
Yes, at times, I do preach anti-consumption thoughts to others. Reducing the use of plastic and
maintaining cleanliness is one of the things I follow myself and preach. This is my little
contribution toward protecting the environment. – A female Generation Z
I constantly talk about the effective use of the products. I am a firm believer in not purchasing
unnecessarily. Go by needs, not wants. Use natural, organic products, avoid artificial products. I
ultimately believe in zero waste footprints and carbon footprints. – A female Generation Z
This analysis revealed the understanding of Indian participants about the 5Rs. The study
recognises three main themes around the level of awareness about recycling, reducing and
reusing people’s actions based on their understanding, and the critical factors motivating
those actions. The major themes are shown in Figure 2.
5. Discussions
Past research highlights that one should practise the 3R’s (Mukonza et al., 2021; Nguyen and
Mogaji, 2021a). Circular economy theories also emphasise the importance of reverse logistics
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17. practices, for example, the refurbishment of containers, pallets, used or defective products
and the beneficial reuse of wasted materials at a domestic level (Awasthi et al., 2019). In
cases waste can be seen as a resource, then implementing the circular economy in a country
would become more accessible. This study tries to examine this concept through domestic
waste disposal. Individual citizens are thus significant stakeholders who have to change
behavioural mindsets to achieve harmony in the waste handling goals and enhance the
country’s circular economy (Adeola et al., 2022; Mogaji, 2021). The citizens have to take
moral responsibility for lesser waste generation and recycling the waste domestically. This
exploratory study has shown the significant motivations that Indian citizens of two different
ages have when they become a part of the advancement of the circular economy in India.
The study’s findings show the importance of “awareness” among the Indian residents in
establishing the circular economy in India. This data theme was consistent with the past
research, which shows a lack of awareness among Indians on the channels of disposing of
domestic items (Pandey, 2017). Bajrangi (2017) also confirmed that channels of post-consumer
recycling of clothes are mainly the NGOs or the trained household staff. NGOs are the most
common channel for the donation of clothes. The clothes from NGOs are either transferred for
charity or recycled to new products with the help of a community of local artisans (Bajrangi,
2017). Chandrakant et al. (2020) also confirm that the circular economy needs proper awareness
among the country’s residents. Minimising household solid waste could be done by creating
awareness among people and making them aware of more channels of waste disposal. The local
bodies could do this with private sectors who could benefit by using this waste as raw material
and putting it back into the economic circle (Narain and Sambyal, 2016). There is a need to
integrate the informal recycling sector, with the domestic waste disposal points, by awareness to
sustain a circular economy (Goyal et al., 2016).
Our research findings confirm that Indian households are active in their “actions”
towards sustainable initiatives. The “reuse” their domestic products by handing them over
to the younger generations (books and clothes) and trained household staff (old tattered
clothes and food) in the house. The same is in sync with past literature. It was found that old
clothing not needed by a family was donated (74%) except for some clothing retained for
emotional reasons and attachments (Norris, 2015; Pandey et al., 2017; Bajrangi, 2017).
Contrary to past literature, the reselling of branded clothes was not found in our findings
(Bajrangi, 2017). Also, the study did not find bartering of garments ready to be discarded
with kitchen utensils, as reported by Norris (2015). The study also reported the
sustainability action of “reduce” where the families only bought the commodities needed for
the household and were not spendthrift in their expenditure. The Indians believed in saving
electricity and reducing the use of the same. The “recycle” actions were prominent among
generations when it came to making garments out of old party wear for their children,
converting old bedsheets to bags and pillow covers or converting old food to reusable form.
The findings finally list the primary “motivations” of the actions of sustainable activities
by the Indians. The main motivations came out to be their skills of conversion of waste
items to usable forms, satisfaction from these sustainable activities, the value for money and
savings beliefs, social causes or influence of society which believed in simple living, the aim
to encourage sustainability and the zeal for social contribution to the community with
donations and charity (Nguyen and Mogaji, 2021b; Nguyen and Mogaji, 2022). Some of the
themes like savings for children’s education and marriages have been confirmed by past
literature. This transformation process is based on the Indian value system with thrift
operation, confined to economic maximisation (Norris, 2015; Vyas, 2012).
The findings of the study show varied results for the “Baby Boomers” living in joint
families with a deeper concern for “savings,” “satisfaction” from the thrift, possessing
Indian ethos
and
generational
differences
18. “skills” and “social cause” and charity concerns as a motivation of sustainable domestic
initiatives. On the contrary, the major motivations of “Generation Z” have been the concern
for “societal contribution” or moral choices and the zeal of “sustainability” for saving energy
and the environment through responsible consumption patterns.
When it came to the theme “awareness,” it was found that the awareness of sustainable
initiatives among the Baby Boomers was predominantly because of “family informal education”
and “societal Information education.” At the same time, the awareness among Generation Z was
because of “media” and “formal education.” One of the powerful media for awareness among
Generation Z was social media. These findings are in sync with past literature on the same topic
by Arora et al. (2020). Another difference between the two generations was discarding
commodities for “social causes” like donations. It was seen that this decision was taken by one
predominant gender, which was the “women” of the house among the Baby Boomer generation.
These women showed high sentiments to their treasured wedding saree. These findings are
similar to the research studies done by Norris (2015) and Vyas (2012).
Likewise, the men among the Baby Boomer generation felt that it was the women’s
responsibility to take care of the disposal of waste in the house (reuse), to control the
purchase of certain commodities because they have provided them with a controlled amount
of money (reduce) and to make new usable things from unused items in the house (recycle).
The males among the Baby Boomer generation felt that they were providing money in the
family, which was their primary duty. Thus, the decision to dispose of domestic
commodities was left to the women in the house. This was contrary to the findings of
Generation Z. The males among the Generation Z participants were more aware due to the
exposure of education and media and thus were motivated to initiate sustainable domestic
initiatives equally along with the women of the house.
The “action” for sustainable initiatives was seen to be much more prominent in the
“reuse,” “recycle” and “reduce” sub-themes among Baby Boomers than the Generation Z.
The Baby Boomers have shown a very high level of commitment to sustainable domestic
initiatives, the Generation Z was seen to be least bothered about the sustainable domestic
initiates. They were conscious of companies’ sustainable consumption of goods following
sustainability norms. Anti-consumption, a sustainability trait found predominantly in the
Baby Boomers, was missing among the Generation Z Indian participants.
5.1 Theoretical contributions
The ongoing theoretical insight into the circular economy is emphasised (Hahladakis et al.,
2018). Still, the present study further extends this theoretical knowledge of how households in
India adopt sustainability practices. Firstly, this study moves beyond the existing knowledge
about “industrial waste management to understand how individuals dispose of their domestic
waste and household items sustainably. Secondly, this study makes a qualitative contribution
to the gap in the literature in a major emerging economy in Asia by investigating the
households” role in the circular economy. The study identifies cultural values and ancestral
learnings which shape how different generations engage with sustainable domestic practices
with a cross-generational analysis among the Baby Boomers and Generation Z for the
sustainable practices of Indians. Another essential contribution of this study is advancing the
3R theory by developing a conceptual framework presented in Figure 3.
The study further adds new constructs to the 3R concept like “refuse” and “reject,” which
have not been a part of the previous studies about the hierarchy of waste models like the 3Rs. The
study has tried to contribute to the concept of closing the loop at a domestic level itself so that
further pressure on the supply chain for the disposal of goods can be retained. The study adds to
the past research, which concentrated on open-loop reuse (Willskytt et al., 2016). The theory also
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19. lists the motivations of applying the 3Rs to the data to judge how the problem of domestic waste
can be solved by the sustainable values seen among the Indian population. The study also adds a
new angle of the concern of using resources more efficiently or maximising the retention of the
economic value of materials and products for Indians. In contrast, past research concentrated on
the environmental concerns of waste management (Morseletto, 2020).
Vyas (2012) studied the domestic artefacts in Indian households, focusing on women and the
middle class. The present study takes this research forward to a cross-generational analysis of
Baby Boomers and Generation Z Indians. Further, the investigation takes forward the past
theories of motivations of circular economy to the new angles of religious beliefs, culture and
traditions, Indian ethos and personal opinions of the family and society at large. New concepts
related to the contribution to the circular economy like donation and charity and the relevance of
the same in the Indian community have been reported in the findings. Goyal et al. (2016) explain
the need for a circular economy and how the same could be implemented in India with the help of
key partners and channels like NGOs, municipal corporations and government. This study
further explains the relevance of domestic families values and cultures in implementing these
partners into the Indian waste disposal system.
Norris (2015) has studied the role of Indian women and their crucial contribution to
sustainable domestic activities. This study adds to the angle of males in the Indian domestic
waste management from the perspective of both the generations studies. Where Pandey et al.
(2017) studies the impact of demographics of Indian domestic household, but this study goes
forward to list various new variables like awareness, action and motivational factors related to
sustainability. This is the first study that has examined the linkage between the circular
economy, sustainable consumption practices and generational differences linked to Indian ethos
through a cross-generational analysis of Baby Boomers and Generation Z Indians.
5.2 Managerial implications
The empirical results from this study also provide important managerial implications for start-up
companies, charity organisations, waste management companies and policymakers. These
implications are in sustainability practices, education and waste management. Table 1 presents a
summary of key themes and implications.
Firstly, the research findings would be helpful for sustainable business start-ups, small
industry entrepreneurs and artisans, which could help enhance the circular economy in
India (Nguyen, 2022; Hinson et al., 2021). These businesses can provide opportunities for
people to donate their used domestic commodities reused and sold to different individuals.
Start-ups like fashion libraries and rented lifestyle stores could collect items from the
household before disposal. Our study identified “savings” as a crucial motivation for the
Indian samples; an initiative could be developed to allow individuals to save on new clothes
by renting them. Some brands like Etashee, Stylflip and Elanic already offer pre-owned
clothes in India (Bajrangi, 2017).
Secondly, there are opportunities for social enterprises to bring together the network of
smaller traders and second-hand material collectors in rural and sub-urban towns in India to
manage these circular economies effectively. The social enterprises could collect the second-
hand material from the doorsteps of the individuals and sell it to intermediaries who could
further carry them to be sold in major cities like Delhi. These cities have local second-hand
markets like Ghori Market, Sunday market, Chor Bazar, Haat, suburban markets, which
help maximise the value of different clothes by transforming unwanted clothing into new
products for a new buyer (Norris, 2015). The buyers in historic cities and tourist places like
Jaipur and Agra could be foreigners.
Indian ethos
and
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differences
22. Thirdly, charity organisations can create more awareness about their organisations and
services for individuals interested in sustainability practices (Gökerik et al., 2018). NGOs like
“Goonj” in India play a crucial role in redistributing the used clothes to the poor and needy
segment of the society, thus delaying the disposal of the clothes into the landfill. The
domestic waste disposal strategies listed in the research could give such organisations an
input on how to incorporate the Indian household into this circular supply chain model.
Awareness of such institutions will be vital in helping the Indians dispose of their used
products to these NGOs.
Fourthly, waste management companies have a crucial role in supporting the
circular economy. They need to provide opportunities for households to manage their
waste disposal effectively. This could be in the form of infrastructures offered to collect
the waste and educate them about waste management. Understanding domestic waste
disposal in India will help them develop a collection system from households directly
for proper recycling instead of dumping them into landfills. Organisations like “Shayna
Eco unified” in India convert plastic waste into tiles. The link of such companies to the
domestic household in India could make their raw material cheaper and the waste
disposal of people more sustainable.
Fifthly, educational organisations can also support these sustainability practices in
India by educating people and creating more job opportunities. Individuals from
Generation Z can be taught how to use their “skills” for recycling commodities like
jewellery, garments, rugs and party clothing. For example, the gold and silver
embroideries on old clothes can be melted down to be reformed. This suggestion has
been built on the findings that the formal education that Generation Z is receiving in
classes and information workshops have changed their perception towards saving the
environment as the primary motivation for sustainable domestic initiatives. There
could also be a “co-creation of knowledge” where Baby Boomers teach Gen Z some
skills like sewing and Gen Z could educate the Baby Boomers about reusing and
recycling to save the environment.
Finally, there are critical implications for government and policymakers to support
the start-up companies, create more awareness and educate citizens about
sustainability practices. Notably, male citizens should be educated and feel responsible
for disposing of waste and recycling initiatives and understand that everyone’s
responsibility is to. The formal recognition of these sustainability practices in India has
to be done to promote efficient outcomes for reducing waste generation. The Baby
Boomers in India are practising extensive sustainable initiatives to manage waste and
have adhered to anti-consumption for ages. There is a need to recognise and incentivise
these practices by business houses, various organised and unorganised industries and
the government.
The government needs to form a regulatory framework that could stress creating a
supply chain where the 3Rs of the citizens’ 3Rs could be made practical based on the old
school of thought of the Indian Baby Boomers. Training on environmental, economic, social
and health policies and the role of domestic households in India as significant stakeholders
has to be a crucial component of the Indian circular economy enhancement policy design
and implementation. Thus, formulating a complex law legislative act can be a governing
answer to reducing the linear economy. For the same, the legal systems have to imply the
same on the general population of Indians.
A budget has to be sanctioned by the government to make a supply chain say, for
example, the NGOs and how they could collect the old waste from domestic houses
differently from their doorstep. These types of strategies could come in handy when it
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23. comes to contributing to the circular economy by not only the Baby Boomers but also
the Generation Z. The technical support and logistics of workers, be it the charity
organisations, mending or recycling experts (altering of garments) or repair shops
which can help to get household equipment repaired rather than disposing of it in the
landfill. The informal sector workers need to be brought into the domestic firm’s
circular waste disposal chain (Awasthi et al., 2019). These could be second-hand
garment buyers or second-hand dealers for other household products. The standardised
methods for classifying various wastes will have to be a duty of the Indian citizens.
Furthermore, the cooperatives and associations could be formed by informal processors
to impact India’s circular economy positively.
These cooperatives could help reach the domestic household for easing the activities
of the informal recycling sector. Further, the social programs could also collect reusable
or recyclable products from houses. Additionally, a firm-level of awareness and
promotions of these systems has to be made to the Indian domestic households in
totality as the results have shown that Indians do want to practice the old sustainability
initiatives but are restricting themselves for the lack of convenience of the same
(Bajrangi, 2017; Soetan et al., 2021). Also, the research has found that the Indian
population has been favourable towards circular economy ever since ages. This is a
value and motivation already present in the personalities and upbringing of the Indian
culture and communities. Thus with an appropriate legal and political formulation of
such systems, the dream of a circular economy of India can come true (Gayathri, 2015;
Tse et al., 2016).
6. Conclusion
This empirical qualitative study makes a conceptual and theoretical contribution to the
domestic sustainability practices in India through comparative exploratory insight from two
generations of the Indian population – Baby Boomers and Generation Z. The results of this
study make a tangible contribution to areas of sustainability practices, education, gender
issues, cross-generation analysis in waste management literature and its linkage to a
circular economy in many ways as circular economy strategies comprise the 3R concept
which also is a part of sustainable consumption practices. In addition, it provides important
managerial implications for stakeholders.
This study has some limitations that suggest potential areas for further research. We
acknowledge that some factors may have influenced participants’ responses to the questions
posed to them in the semi-structured interviews. As a result, the data collected may not fully
represent the sustainability practices of the Indian population. In addition, though
participants were from a major city in India, the findings may not be generalised, and
therefore, findings should be interpreted in that context. Future research could be extended
to other developing countries like Pakistan, Bangladesh, the Philippines, etc. The impact of
the cultural values and ethos as a motivation for waste reduction could be studied in the
context of the culture of these developing nations, too, to quantify business models and
imply the circular economic business model framework.
Future researchers can also get into new dimensions of circular economy research with
the 3R model like anti-consumption, justification of unethical behaviour and neutralisation
theories in cultural studies for sustainability. Further, a conclusive analysis of the new
variables explored in this research article could validate the study results. The research
study thus makes a novel contribution to areas of domestic sustainability practices, rarely
studied, in the circular economy for developing nations.
Indian ethos
and
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differences
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Corresponding author
Deepti Wadera can be contacted at: deepti.wadera@gdgoenka.ac.in
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