Altruistic Consumption Behaviour: An Exploratory Study in Kerala Context

Abstract

This study examines the altruistic consumption behaviour among consumers in Kerala. Altruistic consumption involves consuming choices driven by concern and sympathy for others, encompassing sustainable (eco-friendly), ethical, and socially responsible products and services. As Kerala is one of the most literate and progressive states in India, the study investigates how altruistic values influence consumption patterns. The research methodology includes both qualitative and quantitative approaches, relying on consumer surveys, personal interviews for data collection. Research findings reveal that consumers in Kerala are massively favouring altruistic consumption, influenced by principles of social well-being, environmental sustainability, and cultural heritage. Nevertheless, factors such as economic limitations, brand consciousness, and the availability of choices also significantly impact these behaviours.