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

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.