CHAPTER - VI

COMBATING CLIMATE CHANGE THROUGH GREEN LIFESTYLE

Last few decades have witnessed sudden rise in the frequency of famines,

droughts, cyclones, tsunamis, the sea level and vide variety of allergic &

vector borne diseases around the globe. There has been a significant rise in

the surface temperature of earth. The saga is not just about rise, there are

certain statistics showing significant fall too. To start with, the area under

forest cover, the glaciers, the snowy mountains are all gradually progressing

towards extinction.

According to the American Meteorological Society (AMS), any systematic

change in the long-term statistics of climate elements (such as temperature,

pressure or winds) sustained over several decades or long is known as

Climate change. It could be due to natural external forcing, the natural internal

processes of climate system or the anthropogenic forcing.

After having understood the causes and consequences of climate change, the

aware citizens of earth are now surfing for ways and means to rescue the

world from bitter consequences of climate change and unsustainable

development.

In this chapter an attempt has been made to study the awareness of Climate

change among the population and identify measures to combat negative

consequences of climate change through empirical research.

Introduction

Statistics reveal that, last 12 years rank amongst the warmest years in surface

temperature since 1850. The Carbon dioxide concentration in the atmosphere

has increased from a pre-industrial value of 278 parts per million (ppm) to 379

ppm in 2005. Snow cover in the northern hemisphere has decreased by about

7 percent since 1900. Glaciers are melting in both hemispheres, contributing

to a sea level increase of 0.77 millimeters a year between 1993 and 2003.

Average Arctic temperatures increased at almost twice the global average

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rate in the past 100 years with annual average Arctic sea ice shrinking by 2.7

percent per decade (Russy D. Sumariwalla, 2009)\

Why is this happening? Is there a reason to worry about it? What exactly is

this phenomenon called? Can we prevent it? Let's try to find out answers to

these questions.

This phenomenon is nothing but climate change caused by Global warming.

Global warming refers to an increase in average global temperature. Natural

events and human activities are playing a major role in it. Primarily, it is

caused by increase in "greenhouse" gases such as Carbon Dioxide (CO2). A

warming planet thus leads to a change in climate which can affect weather in

various ways (IPCC, 2001 f .

Climate is the atmospheric component of climate system. The climate system

is a complex, interactive system consisting of atmosphere, land surface,

snow, oceans and other bodies of water and living things. It is often defined

as 'average weather' (FAQ, 2007)^.

6.1 CLIMATE CHANGE AND HUMAN CONTRIBUTION

The climate system is influenced by its internal as well as external factors,

affecting climate called 'forcing'. External forcing includes natural phenomena

such as volcanic eruptions & solar variations and anthropogenic factors.

Anthropogenic forcing refers to environmental changes caused by human

activities such as burning of fossil fuels for energy, industrial processes, and

transportation leading to greenhouse gases, ozone emissions and aerosol

precursors etc.

1 Russy D. Sumariwalla (November 12, 2009) (president of United Nations Association of the USA, Southern Oregon Chapter, 11) , " Catastrophic climate change: myth or reality?" at www.dailytidings .com

IPCC, 2001: Climate Change 2001: The Scientific Basis. Contribution of Working Group I to the Third Assessment Report of the Intergovernmental Panel on Climate Change, Houghton, J.T.,Y. Ding, D.J. Griggs, M. Noguer, P.J. van der Linden, X. Dai, K. Maskell, and C.A. Johnson (eds.). Cambridge University Press, Cambridge, 2001.

Frequently Asked Question(2007), " What Factors Determine Earth's Climate?" IPCC, 2007: Climate Change 2007: The Physical Science Basis. Contribution of Working Group I to the Fourth Assessment Report of the Intergovernmental Panel on Climate Change [Solomon, S., D. Qin, M. Manning, Z. Chen, M. Marquis, K.B. Averyt, M.Tignor and H.L. Miller (eds.)]. Cambridge University Press, Cambridge, United Kingdom and New York, NY, USA.

171

According to NASA's Earth Observatory (2010)'*Human activity has caused an

innbalance in the natural cycle of the greenhouse effect and related

processes. It is not just the natural activity but the anthropogenic (human)

activities, in the form of fossil fuel burning, transportation, heating, cooking,

electricity, manufacturing and deforestation that are contributing towards

Climate Change.

6.1.2 Consequences of Climate Change

By 2050, the greenhouse gas emissions generated by human activities will

lead to global temperature rise up to 1 - 5 degrees Celsius causing global risk

to human life in the form of reduced crop yields in agriculture, extreme

weather events, sea level rise and health related damages like vector-borne

diseases such as malaria and dengue fever (Stern, 2007)^.

The social and economic costs of global warming will block all progress in the

developing world. Poor nations would be hit the hardest by climate change

due to their inability to respond to climatic stimuli. These countries neither

have necessary knowhow nor have the adaptation potential to overcome the

impact of Climate Change (The Guardian, 2005f.

India being a country with world's second largest population mainly thriving on

agriculture, is bound to experience the severe consequences of climate

change (Commissioned Research Report, 2009).

The growing number of humanitarian catastrophes, the imminent

disappearance of coastal zones, the steadily growing numbers of

'environmental refugees', establishes beyond doubts that the climate change

has serious consequences for development of a nation. The issue of climate

change must be addressed as a matter of urgency. Developed countries and

" The Carbon Cycle; The Human Role, Earth Observatory, NASA ,July 28, 2010 at

5

6

http://www.earthobservatory.nasa.gov

Stern, Nicholas, The Economics of Climate Change: The Stern Review, New York: Cambridge University Press, 2007.

The Guardian(2000) 19-06-02. as quoted in Sarah La Trobe (2002), "Climate Change and Poverty", A Tear Fund discussion paper, July 2002.

172

the business community around the globe must start minimizing their own

contributions towards the global warming(Sarah La Trobe, 2002)^.

With the growing awareness of health and the environment, many customers

today are gradually shifting towards the organic products because they have

started realizing that organic products provide them with better health

treatments. Studies show that there is an increasing demand for organic

products ("Organic cosmetic market," 2008)^.

Nielsen (2007)^ reports, that many of the early products designed to be

environmentally responsible, such as electric cars and recycled paper,

disappointed the consumers. Therefore, it is difficult now to convince the

consumers that what is being offered now is actually green and are worth

higher prices. In their search for guidance on consumption choices, people

trust each other more than any other source of information.

In such a scenario, where people are too much skeptical of the environmental

claims by corporates, the issue of saving mother earth remains unresolved.

The question arises as to how do we combat this climate change? Lets try to

find out answers to these questions.

6.2 BUYER BEHAVIOUR TOWARDS GREEN LIFESTYLE

During pilot survey people gave an impression that they are not aware of

green lifestyle, defeating the very objective of research. To tackle this problem

the questionnaire was redesigned in a manner that could facilitate people

understand the topic and register their responses correctly. All the responses

were recorded on Likert 5 point scale with Strongly Agree, Agree, Neither

Agree nor Disagree, Disagree and Strongly Disagree as the options.

^ Sarah La Trobe (2002), "Climate Change and Poverty", A Tear Fund discussion paper, July 2002.

* Organic cosmetic marl<et. (2008). Retrieved from http://www.beautytipshub.com/organic-cosmetics/organic-cosmetic-market.html

^ Nielsen, "Trust in Advertising," a global Nielsen consumer report,2007.

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Chart No. C 6.1

Buyer Behaviour towards Green Lifestyle

100 f 400-

^ ^ . ^ .<«" .x. ' ^ / ^ .oO^ ^^ .- • ..o ^ / ^ .^ »^ J^ o^^ .^^

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.^^ <P

.^^

N«^ / ^

-^ .'^ .K^ .<=r

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I Strongly Agree • Agree .^

NAND Disagree I Strongly Disagree

Basic aim of survey was to find out how the day today routine of people

influences the environment. Responding to the question on "Availability and

Use of more than one vehicle at home" 61 percent of the sample strongly

agreed where as 23 percent strongly disagreed. 71 percent said they cannot

afford eco-friendly cars, a clear indication that they are using more than one

vehicle and that too non eco-friendly. We can well imagine here the amount of

pollution and specifically the greenhouse gases these people are releasing in

the environment unknowingly. 21 percent said that eco cars are within their

reach, 8 percent neither agreed nor disagreed.

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Responding to the use of bicycle for short distance trips only 7 percent

strongly agreed and 4 percent simply agreed though not strongly. 12 percent

strongly disagreed and 16 percent disagreed. To the utmost surprise of the

researcher, 61 percent of sample preferred to reserve their responses than to

choose any side. One thing is for sure that either these people do not use

bicycle or maybe they are not using it on regular basis. Does this mean that

these set of people responded neutrally because somewhere they feel that

cycling is good for health and staying fit is associated with status? This

perception shows a ray of hope for diverting people towards cycling for short

distance trips. It seems that they can be motivated to it in the name of status,

fitness and finally the earth.

There is no doubt in the fact that humans are major contributors towards

emission of green gases including global warming. The data reveals that 67

percent of the population is using more than one mobile with 13 percent

further adding to the statement though not strongly. 12 percent agree to have

less than one mobile and 8 percent seem to be toeing the same line with a

minor difference in the intensity.

81 percent of the population strongly agreed that they are using more than 5

electronic appliances, 7 percent simply agreed, 4 percent strongly claimed to

use less than 5 electronic appliances with little better 8 percent sharing the

same opinion on slightly low intensity.

Answering to the question on use of public transport, only 3 percent strongly

agreed, 4 percent simply agreed, 4 percent neither agreed nor disagreed, 11

percent disagreed and 78 percent strongly disagreed showing that they prefer

using their personal vehicles for local commutation. The reason for this

behavior could be the bad plight of public transportation with respect to

services or frequency or may be saving time could be the reason for this

behavior.

18 percent of the sample agreed to use car pool for going to office while 7

percent just agreed and 6 percent neither agreed nor disagreed. 12 percent of

the population disagreed to the use of car pool with 57 percent strongly

preferred not to pool the car for going to office. The reason for this behavior

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could be either the use of two wheelers or not staying in a common campus

with other fellow employs.

33 percent of the population strongly disagreed to the use of CFL bulbs at

home. Contrary to this assumption 67 percent strongly agreed that they use

CFL bulbs at home. 36 percent of the population strongly agreed that they

prefer to use energy efficient electronic appliances. 24 percent stretched the

margin further by agreeing to the use of energy efficient electronic appliances.

In this category 3 percent and 16 percent respectively strongly disagreed and

disagreed to the statement, with a significant 21 percent reserving to take a

clear stand. By proper education once again this confused 21 percent can be

made to take up a stand.

22 percent of the sample strongly agreed that they plant at least one tree a

year, 18 percent followed supporting them though not strongly. 8 percent

strongly disagreed to the statement with 15 percent following them in a milder

tone. 37 percent said they neither agree nor disagree to the statement. Can

we conclude that they actually do not plant a tree? Well if that be the case

than the scope for reducing environmental degradation increases much

higher. The education can bring a significant change here too. The education

and awareness of the masses can at least help in neutralizing the carbon if

not decreasing carbon foot print

One point where the entire population showed 100 percent consensus was

their health concern. 100 percent of the population strongly agreed to the fact

that health is the biggest concern for them while buying products. Well this

intense penchant of consumers towards health can be exploited as a strategy

for marketing the Green Products. But we will have to understand that these

claims will have to be true. In the event of health claims turning false the

business will simply lose its market. We have sufficient proof to state that

consumers are too much suspicious about the green claims of the marketers.

After all it's not just, "caveat emptor- the buyers be ware" but "Caveat

venditor- the vendors beware too".

The survey showed that 45 percent of the population strongly agreed that

saving environment is their responsibility, 9 percent agreed, 3 percent

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disagreed and 14 percent strongly disagreed. For them it may be any body's

responsibility but not theirs. The most important thing to notice here is that 28

percent of the population is in a state of confusion. They are not clear as to

whether it's their responsibility or not. I feel that this confusion is because of

lack of awareness of population towards - climate change, the human

contribution in the existing environmental degradation and the role that these

humans can play in reducing this climate change. Every citizen of earth must

be educated about the causes and consequences of environmental

degradation.

Marketers may please note that, there has been a successful acceptance of

organic products by a significant chunk of population. Research revealed that

43 percent of the population strongly agreed to the fact that the organic

products are better than their conventional counterparts, 2 percent agreed, 11

strongly disagreed and 9 percent agreed to the assumption. A significant 36

percent said that they neither agree nor disagree. Here, once again the

researcher is of the opinion that lack of awareness is playing a vital role in

giving this deviant response. These people are neither aware of the causes

and consequences of climate change nor are informed about the role of

Green Marketing in mellowing down its impact. Responding to the next

question on "Green Marketing is the only answer to climate change," 3

percent of the population strongly disagreed, 6 percent disagreed, 12 percent

strongly agreed and 34 percent agreed where as 41 percent "neither agreed

nor disagreed." This category of confused population can be used to the

benefit of marketers by educating them about the role of Green Marketing in

controlling climate change. The promotion of Green Products and their proper

positioning can probably play a vital role in this regard.

With 54 percent not belonging to either strongly agree or agree category

considering Green Marketing as the only option available for fighting out

climate change, leads to a serious concern to find out first of all the reasons

for this strange behavior and then surf down some alternative to solve this

green quiz.

Practicing green lifestyle could really work as a panacea in this hour of peril.

So now the question arises as to what is a green life style? Well at this

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juncture green lifestyle can be defined as the consumers overall behavior

towards whatever he encounters in the life including living as well as nonliving

things. It includes his behavior towards what he eats, drinks, wears, thinks

and uses.

Surprisingly after explaining the meaning of green lifestyle, 74 percent of the

population strongly agreed to go with green life style as a cheap and efficient

way to combat climate change. Well this response brings with it a ray of hope

for reducing down though to some extent the environmental pollution. Further

responding to "green life style as a cheap and efficient way to combat climate

change" 10 percent of the population agreed, zero percent strongly disagreed,

5 percent disagreed whereas 11 percent neither agreed nor disagreed.

Researcher feels that this state of doldrums is again because of lack of

awareness. Proper awareness drive should be launched so as to make each

and every person well aware of the subject. The people should know as to

how apart from natural causes the humans are the biggest contributors to the

climate change. Thus on the basis of analysis and interpretation of data we

conclude that the population is not aware of the climate change and its

consequences and also that without realising these people are adding the

carbon emissions. On the basis of these findings, we can convincingly reject

the null hypothesis H4A and accept the alternate hypothesis stating, people

are not aware of the climate change and its consequences. The next null

hypothesis H4B stating, people are unconsciously adding carbon emissions

stands accepted.

6.2.1 Consumer Behavior - Unconscious Neutralizing and Adding of

Carbon Footprint

The way the consumers behave, it castes an enduring impact over the mother

earth either by neutralizing the carbon effect or by adding to the carbon foot

print. The research revealed that the following activities as shown in the flow

chart below explains as to how the humans are causing severe damage to the

environment that too without realizing and without Intending?

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U < QC CQ O D I - Q C < - J — to —

< Q Q — u < Q: 00 O O O I - Q. cc —

The activities such as burning of fossil fuel, industries, transportations, use of

more than one non- eco-friendly vehicle by different members of family, using

more than one electronic appliances, toxic industrial wastes are

unconsciously contributing to the green gas emissions. It could be neutralized

by activities like using of bicycle, public transport, car pool, organic products,

CFL bulbs, energy efficient electronics device and above all by planting trees .

6.3 "3-B" MODEL DEFINITION OF GREEN LIFE STYLE

On the basis of above discussion on "Consumer Behaviour towards Green

Lifestyle" and "Consumer Behavior - Unconscious Neutralizing and Adding of

Carbon Foot Print", we can now define Green Lifestyle through a 3 B Model

as explained here under. This definition was strictly developed on the basis of

findings of the present research. The study on Consumer Behaviour -

unconscious neutralizing and adding of carbon foot print as explained by the

figure above along with the discussion and different factors contributing to

carbon emissions and carbon neutralization led to the development of this

definition.

Here 3-B stands for Buying, Bowing and Behaving.

"Green Life Style is the process of Buying, Behaving, & Bowing only

before green so as to minimise the carbon foot print and maximise the

carbon neutralizing effect."

This definition can be explained pictographically in the following manner;

Figure No. F 6.2

Pictographic representation of "3-B" Model Definition of Green Life style

Maximise the carbon neutralizing effect

Green = Healthy+ eco friendly

Minimise the carbon foot print

Green Life Style

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The word Green used in the model signifies all the products that full fill two

attributes. First, they are "healthy for human consumption" and second they

"cause minimum damage to the earth". Talking about, "healthy for human

consumption", means that it is either made up of natural raw material or does

not include the harm full toxic chemicals unfit for human consumption as its

constituents. The second attribute i.e. "causing minimum damage to the earth"

means that it produces minimum green gas emissions during its process of

production, transportation, consumption and disposal.

In this definition the 3-Bs stands for Buying, Bowing and Behaving.

The 1** B - Buying refers to buying only those products that are green i.e. the

products that are healthy for the human consumption and at the same time

have minimum detrimental effects over the mother earth. Buying here refers

to propagating Green Marketing.

Further the 2"'' B- Bowing means gladly accepting only Green Products and

not accepting the non-eco-friendly products even if they are given for free. We

should do this because we should always remember that saying yes to non-

Green Products would not only harm our health but shall also caste serious

detrimental effect over our mother earth raising a big question mark over its

very survival. We should remember that we are just the custodians of earth;

we have no right to pervert it because it belongs to our future progeny.

The last and the 3''*' B - Betiaving stands for every overt act that can have

impact over environment. Behaving Green refers to doing and practicing

every act in such a manner so that it does not deteriorate the earth and its

natural resources such as energy, air, water, soil and oil. In wider sense it

refers to rational usage of natural resources so as to allow the nature

sufficient time to replenish and grow leading to sustainable growth. It

advocates the use of natural resources only to that extent which is just

sufficient to full fill our needs and not the greed.

Minimizing the carbon foot print here means, minimizing the emissions of

greenhouse gases mainly the carbon emissions that are the major

contributors towards global warming. Human activities such as burning of

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fossil fuel, industries, transportations etc. have been understood as the major

causes for climate change.

Carbon foot print is a measure of the sum total of hamnful greenhouse-gas

emissions induced by human activities directly or indirectly. The human

activities mainly lead to emission of carbon dioxide, methane, nitrous oxide,

and chlorofluorocarbons. Carbon dioxide, or CO2 being the most persistent of

all the gases with the tendency to stay for more than hundred years and the

inability to separate and quantify each distinct greenhouse gas, scientists

commonly use CO2 to measure the global-warming problem (Moran Kathleen

Susan , 2007)^°

Change Your Lifestyle - Not the Climate!

So from the above discussion we understand that there is a more efficient and

cheap option available to counter the climate change. Now lets try to discuss

the response of people towards some of the other very basic green lifestyle

queries. We all know that photosynthesis is a phenomenon, through which the

plants manufacture food in the form of carbohydrates and the life savior

oxygen gas by combining Co2 with water in the presence of sunlight. Air,

water, minerals and other natural resources in the earth form the basis of our

survival. But the natural activities and to great extent the human activities are

drastically influencing these natural resources.

There is sufficient evidence to prove that human activities are responsible for

causing global warming and hence the climate change.

Sun, Moon, air, water, minerals and other natural resources belongs to the

flora and fauna of this earth. It's everyone's earth therefore everyone has a

contributory responsibility to judiciously use and maintain it. We are aware

that our survival is actually not possible without these natural resources. But

unfortunately the natural activities and to great extent the human activities are

drastically influencing these resources.

° Moran Kathleen Susan (2007). What Is a Carbon Footprint? Marie Claire at http://www.marieclaire.com/world-reports/news/carbon-footprint. Retrieved on, 18th July 12. And also at http://timeforchange.org on 18th July 12

182

Human activities include the acts related to our eating, consuming and using

habits. Burning of firewood, the industrial emissions, the transportation and

felling of forests for our selfish needs are some of the activities leading to

global warming.

We the citizens of earth must realize that our consumption pattern castes

heavy impact over earth. Let's start with the basic necessity of our life the

water, what do we do with the empty plastic bottles after consuming mineral

water inside it? Have we ever thought of the fate of plastic or polythene

packaging that we throw anywhere and everywhere? Look at the sides of

railway tracks, the local nullas in the urban areas! What is it that is adding

heaps over heaps of the garbage? Yes, you guess it right it's the polythene

bag and the other like packaging material which we know is not biodegradable

in nature.

Despite the fact that we all are aware that dumping polythene waste is not

good for the health of earth due to its non-biodegradable nature, we continue

not only to use it but also to dump it carelessly.

Climate Change and Consequences

Alexander, L. V., et al. (2006)11, empirically established the fact that there

was a significant change in climate from 1951-1978 and from 1979-2003.

The report based on 10 measurable planet-wide features used to measure

global temperature changes revealed that the past decade was the warmest

on record with the Earth gradually growing warmer over the last 50 years

(Arndt.et.al, 2010)12.

According to the World Health Organization, WHO (2010) report, even a 1 o C

increase in global temperature above pre-industrial levels could double annual

deaths from climate change to at least 300,000.

11

12

Alexander, L. V., et al. (2006), Global observed changes in daily climate extremes of temperature and precipitation, J. Geophys. Res., 111, D05109, doi: 10.1029/2005JD006290. Pp18, 19.

Arndt, D. S., M. O. Baringer, and M. R. Johnson, Eds., 2010: State of the Climate in 2009. Bull. Amer. Meteor. Soc, 91 (7), S1-S224.

183

Cause of Climate Change

According to NASA's Earth Observatory (2010)13Human activity has caused

an imbalance in the natural cycle of the greenhouse effect and related

processes. Arndt, Baringer and Johnson, (2010)14 too indicated a distinct

human fingerprint on climate change.

Adding to the trauma, Tushar K Savale, et. al. (2012)^^ observed that the

buyers are unintentionally contributing to the environmental degradation by

purchasing things that are harvested, made, or used in environmentally

unsafe ways.

Lately with awareness of climate change people have developed ecological

attitude but surprisingly there is a difference between the ecological attitude

and the real purchasing behaviour. Donaldson (2005)^^ identified strong faith

of consumers over the existing conventional brands than the "green claims" of

companies as a possible reason for this gap. Jain and Kaur, (2006)^^ also

observed the similar reason and also the lack of awareness as a cause for

this gap. Singh S. D. (2011)^^ after five years too reported lack of information

& mainly the skeptical attitude towards green claims as reasons for this lag.

According to Mohanasundaram V. (2012)^^, Green Marketing is about,

regarding the consumers concern towards conservation of natural

14

15

^ The Carbon Cycle; The Human Role, Earth Observatory, NASA ,July 28, 2010 at http://www.earthobservatory.nasa.gov

Arndt, D. S., M. O. Baringer, and M. R. Johnson, Eds., 2010: State of the Climate in 2009. Bull. Amer. Meteor. Soc, 91 (7), S1-S224.

Tushar K Savale, Anil F Sharma and Prabodhan U Patil (2012). Article: Green Marketing: Opportunities And Challenges. IJCA Proceedings on International Conference in Computational Intelligence {ICCIA2012)iccia(4):-, March 2012. Published by Foundation

, of Computer Science, New York, USA

^ Donaldson, R. H. (2005), "Green brands", NZ Marketing Magazine, 24(8), 14-17.

" Jain, S.K. and Kaur, G. (2006), "Role of Socio-Demographics in Segmenting and Profiling Green Consumers: An Exploratory Study of Consumers in India", Journal of International Consumer Marketing, 18(3), 107-146.

^ Singh S. D. (2011), "A Study Of Consumer Behavior Of Elderly Consumers With Special Reference To Green Products",International Journal of Management & Information Systems - Fourth Quarter 2011 Volume 15, Number 4

^ Mohanasundaram V. (2012), "Green Marketing - Challenges And Opportunities," ZENITH International Journal of Multidisciplinary Research Vol.2 Issue 4, April 2012, ISSN 2231 5780 at www.zenithresearch.org.in

184

environment. Conservation of natural environment could be achieved in

different ways. The change in life style and behavior of consumer's can mal<e

a lot of difference.

The way we react and interact with the living & nonliving things and the way

we live constitutes what we call our Life style. Now the word Life style again is

much wider in meaning including the way we eat, drinl^, dress up, talk, walk,

use things and behave in our day today life. Unknowingly our acts are

contributing towards environmental degradation.

As already discussed, "The process of Buying, Behaving, & Bowing only

before green so as to minimize the carbon foot print and maximize the

carbon neutralizing effect is what constitutes the Green Lifestyle."

The review of literature in this subject amply supports the fact that many

consumers are not satisfied with the Green Marketing; many of them have not

yet started using it. In such a scenario where consumers are either not aware

or are not using Green Products due to their skepticism towards the green

claims along with the excessive prices associated to them, the question arises

as to how do we neutralize the impact of carbon foot print released by

anthropogenic activities? Do we have any cheap and reliable way to save our

earth?

Looking at the above definition of green lifestyle, we see that this skeptical

attitude reduces the possibility of first "B" i.e. Buying. The second B i.e.

Bowing before green does not take place in an environment where people do

not rely much the green claims. In such a scenario the only option that can

sail us out of this bad weather is the third B i.e. Behaving Green.

In this section we shall try to find out a cheap and effective solution to save

earth and calculate approximately what percentage of population is ready to

accept it.

6.3.1 Impact of Age over Green lifestyle

In a bid to find out cheap and effective solution to save earth, the survey

conducted in Pune city amongst the women folks belonging to four different

age groups i.e. 20 to 30 years, 30 to 40 years, 40 to 50 years and 50 years &

185

above, revealed certain promising ways to control the climate change to some

extent.

1 * Age Group

In this age group hundred percent of the population agreed to the idea of

planting trees as a measure to save earth. Eighty one percent of population

agreed to "say no to use of poly bags" in future. Sixty three percent agreed to

maintain local rivers In the surroundings. Eighty one percent agreed to use

bicycle in future for local trips so as to minimize the pollution. Ninety one

percent consented to have stringent laws to prevent environmental

degradation.

Il"** Age Group

In this age group hundred percent of the population agreed to the idea of

planting trees as a measure to save earth. Eighty seven percent of population

agreed to "say no to use of poly bags" in future. Sixty seven percent agreed to

maintain local rivers in the surroundings. Ninety five percent agreed to use

bicycle in future for local trips so as to minimize the pollution. Ninety seven

percent consented to have stringent laws to prevent environmental

degradation.

\\\"^ Age Group

Here also hundred percent of the population agreed to the idea of planting

trees as a measure to save earth. Eighty two percent of population agreed to

"say no to use of poly bags" in future. Forty seven percent agreed to maintain

local rivers in the surroundings. Ninety two percent agreed to use bicycle in

future for local trips so as to minimize the pollution. Ninety four percent

consented to have stringent laws to prevent environmental degradation.

IV'^Age Group

In this age group hundred percent of the population agreed to the idea of

planting trees as a measure to save earth. Fifty four percent of population

agreed to "say no to use of poly bags" in future. Forty two percent agreed to

maintain local rivers in the surroundings. Sixty three percent agreed to use

bicycle in future for local trips so as to minimize the pollution. Eighty six

186

percent consented to have stringent laws to prevent environmental

degradation.

Chart No. C 6.2

Consumers' Attitude towards Saving Earth by Changing Life Style

120-30 Years

130-40 Years

40-50 Years

150-60 Years

Plant Tree No Polybag Maintaining Use of River Bicycle

Strict Laws

Analysis of data proves beyond doubts that hundred percent of the population

irrespective of their age group is ready to go in for planting green trees as a

measure to save earth.

Regarding use of polythene bags, no significant difference was observed in

the responses of first three age groups. In the fourth age group i.e. people

over 50 years only 56 percent agreed to say no to the use of polythene bags.

In fact a significant chunk questioned the way the products like milk, ghee,

various consumer goods and the other ready to use products be marketed in

the absence of polythene bags.

Worst of the responses were recorded for the question on maintenance of

rivers. Probably people do not consider it as their responsibility to save

depleting rivers and local nullas. It seems as if according to them saving &

revive the dying nullas is not their but the government's responsibility. The

first two age groups were still better with sixty three and sixty seven percent of

them agreeing to maintain and revive rivers. The last two age groups seemed

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really averse to the whole idea with a mere forty seven and forty two percent

only agreeing to go in for revival of dying local rivers.

The question on enacting and strictly implementing the strong laws for saving

earth garnered the support of majority of population with ninety one, ninety

two , ninety four and eighty six percent voting in its favor.

Does this mean that to the present day citizens of earth, saving earth is more

the responsibility of government? Because on the issues like planting trees,

and using bicycle that affected their health along with the health of earth they

seemed quite positive to take an initiative. But the issues only affecting the

health of earth like saying no to poly-bags, maintaining local rivers saw

comparatively lukewarm responses.

6.4 CONCLUSION

From the research in hand we conclude that the population sees health of

people and planet as two separate issues. For them saving earth is more the

responsibility of government than that of citizens. But yes, the issues which

they consider directly affect their health are what matter them the most and

they are eager to take steps towards keeping it fit.

One important point to note here is the fact that people from fifteen to thirty

five years of age flared really well not only on the issues concerning their

health but also that of the health of earth.

Being bom and brought up in the partially socialist economy, the expectation

of citizens are too high from the government, that's why majority of them

agreed strongly for having stringent law for saving earth.

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