Title: Gauging attitudes towards the environment through NEP: a case study from India

Authors: Anna Khan; Mohammed Naved Khan; Tauseef Zia Siddiqui

Addresses: Department of Business Administration, Aligarh Muslim University, Aligarh – 202002, India ' Department of Business Administration, Aligarh Muslim University, Aligarh – 202002, India ' Ma'aden Aluminium Company, Ras Al Khair Site – IIP/ORP Building, RAK Minerals Industrial City, Kingdom of Saudi Arabia

Abstract: Rapid deterioration of environment poses a serious threat to our planet. Emerging economies like India have been slow in realising that the threat is for real. It is in this context that the present paper attempts to gauge the attitude of Indian respondents and their sensitivity towards the environment primarily using new environmental paradigm (NEP) scale originally developed by Dunlap and Van Liere (1978). Findings suggest that while age and gender do not have significant effect on the attitude of individuals toward the environment, educational level does a role to play in how a person reacts towards his surroundings. The study has an applied bias as the findings can be of vital importance to policy makers in the government in deciding on environment related regulations and public awareness programs; and by the marketers in dovetailing promotional strategies and embracing green initiatives.

Keywords: new environment paradigm; NEP scale; environmental pollution; population; environmental degradation; India; environmental attitudes; age; gender; educational level.

DOI: 10.1504/IJSEI.2013.052760

International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.1, pp.42 - 51

Available online: 21 Mar 2013 *

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