Dr.

RAM MANOHAR LOHIYA NATIONAL

LAW UNIVERSITY
2017-2018

PSYCHOLOGY
Project on

ATTITUDE BEHAVIOR CONSISTENCY

Submitted By Under The Guidance of

Divya Rathi Ms. Tanya Dixit
Roll No. 180101050 Assistant Professor
Sec:- A Faculty of Law, RMLNLU
BA LLB (Hons), Semester-I

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 DECLARATION

I, Shreya Singh, hereby declare that the project titled ― “Pollution, Bioenergy and Consumer

Response For Green Products” made under the guidance of Dr. Mitali Tiwari is an original

work. This project has been submitted as the end-term project for the subject of Economics

for the first semester of B.A. LL.B (Hons) course. All the information and data that has been

analysed and used from various sources has been duly cited and accredited.

Date: 17-10-2017

Signature:

(Shreya Singh)

1st Semester, 1st Year

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 ACKNOWLEDGEMENT

I would like to express my gratitude towards all those whose help and constant support the

project would not have reached its current facet. Foremost I would like to thank Mitali

Ma’am for his kind guidance and for quenching my queries on many doubts and

technicalities which I came up during the making of this project. I would take advantage of

this situation to thank her for providing me with such an enriching opportunity to work and

research on this topic.

This project would not have seen the light of the day without the constant direction and

guidance of my parents and guardians to whom I owe a lot. I would also like to use this

opportunity to thank my seniors in helping me out with the nitty-gritty of formatting.

I would also like to thank all of my friends who aided me along the way. I must also extend

my gratitude to the library and library personnel who provided me with research material and

good books to work upon and the distinguished authors, jurists and journals for providing in

the public domain such invaluable information.

Thank you

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Contents
RESEARCH QUESTIONS .................................................................................................................... 5
OBJECTIVES ......................................................................................................................................... 5
RESEARCH METHODOLOGY............................................................................................................ 5
INTRODUCTION .................................................................................................................................. 6
POLLUTION .......................................................................................................................................... 7
Sources .................................................................................................................................................... 7
Effects ..................................................................................................................................................... 8
Environmental pollution in india ............................................................................................................ 9
BIOENERGY ....................................................................................................................................... 12
Advantages............................................................................................................................................ 13
Carbon sequestration ............................................................................................................................. 15
Policies and programmes ...................................................................................................................... 16
CONSUMER RESPONSE ................................................................................................................... 17
Environmental Awareness .................................................................................................................... 18
Purchase Behaviour .............................................................................................................................. 19
Willingness to pay................................................................................................................................. 19
Customer Satisfaction ........................................................................................................................... 20
CONCLUSION ..................................................................................................................................... 21
Bibliography ....................................................................................................................................... 22

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 RESEARCH QUESTIONS

1. What are the basic sources of pollution and to what extend they are affecting us?

2. In what way is bioenergy being analysed and what is the relevance of such analysis?

3. Does the bioenergy propaganda attract people enough to change their age old habits? Has

the concept of bioenergy reached the grass root level of society?

OBJECTIVES

1. Critically analysing pollution in India in holistic manner.

2. Efficiently providing alternatives to the usage of non-renewable resources. Analysing

barriers and promoting usage of bioenergy in daily life.

3. Lastly, the study also mirrors the consumer response towards green products.

RESEARCH METHODOLOGY

This research is entirely based upon the Doctrinal method of study i.e. it has ben researched

using book, articles and web sources available on the topic.

This is an analytical and explanatory research work.

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 INTRODUCTION

The environment provide a great diversity of services to the human being: ² as a consumption

good, for example, in the form of air to breathe, space for recovery and natural beauty; ² as a

supplier of resources, for example water, sun, oil; as a recipient for waste: in the atmosphere,

on the land, in the water, and so on, as a geographical location for economic activities.

Exhaustible and renewable natural resources serve as inputs into the production of many

goods and services. If the composition of output and the methods of production were

immutable, then damage to the environment would be inextricably linked to the scale of

global economic activity.

From the start of civilization, biomass fuels were unquestionably being utilized for the

generation of energy. However, in the past few decades, debates have raged over whether

biomass fuel is really useful and sustainable. This fierce debates prompted researchers to look

into the feasibility of biomass energy. The results learned that biomass has numerous benefits

over fossils fuels and it helps cut down emission of greenhouse gases.

Many reasons drive the global push to "go green". While nature conservation is one of them,

ensuring economic and social wellbeing, mental and physical health, and a sustainable future

for humans are some other powerful incentives. This reliance on natural resources for

material and energy requirement is becoming a major environmental and economic

problem depleting resources needed to "power economies and lift people out of poverty."

Since many of the resources are non-renewable, at current rates of use, the world will run out

of many necessary materials.

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 POLLUTION

Pollution occurs when pollutants contaminate the natural surroundings; which brings about

changes that affect our normal lifestyles adversely. Pollutants are the key elements or

components of pollution which are generally waste materials of different forms. Pollution

disturbs our ecosystem and the balance in the environment. With modernization and

development in our lives pollution has reached its peak; giving rise to global warming and

human illness.

Pollution occurs in different forms; air, water, soil, radioactive, noise, heat/ thermal and light.

Every form of pollution has two sources of occurrence; the point and the non-point sources.

The point sources are easy to identify, monitor and control, whereas the non-point sources are

hard to control.

Toxic environmental pollution affects more than 200 million people worldwide, according to

Pure Earth, a non-profit environmental organization. In some of the world’s worst polluted

places, babies are born with birth defects, children have lost 30 to 40 IQ points, and life

expectancy may be as low as 45 years because of cancers and other diseases.

Sources

 Industrial activities: The industries all over the world that brought prosperity and affluence,

made inroads in the biosphere and disturbed the ecological balances. The pall of smoke, the

swirling gases, industrial effluents and the fall-out of scientific experiments became constant

health hazards, polluting and contaminating both air and water.

 Dumping solid waste: Household and commercial waste pollutes the environment when not

disposed of properly.

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 Vehicles: The smoke emitted by vehicles using petrol and diesel and the cooking coal also

pollutes the environment. The multiplication of vehicles, emitting black smoke that, being

free and unfettered, spreads out and mixes with the air we breathe. Further, the sounds

produced by these vehicles produce causes noise-pollution.

 Rapid urbanization and industrialization: The urbanization and the rapid growth of

industrialization are causing greatest harm to the plant life, which in turn causing harm to the

animal kingdom and the human lives.

 Population overgrowth: Due to the increase in population, particularly in developing

countries, there has been surge in demand for basic food, occupation and shelter. The world

has witnessed massive deforestation to expand absorb the growing population and their

demands.

 Combustion of fossil fuels: The combustion of fossil fuels pollutes the air, the soil and the

water with noxious gases such as CO2 and CO.

 Agricultural waste: Fertilizers and pesticides used in agriculture are key causes of

environmental pollution.

Effects

Environment Degradation: Environment is the first casualty for increase in pollution

weather in air or water. The increase in the amount of CO2 in the atmosphere leads to smog

which can restrict sunlight from reaching the earth. Thus, preventing plants in the process of

photosynthesis. Gases like Sulfur dioxide and nitrogen oxide can cause acid rain. Water

pollution in terms of Oil spill may lead to death of several wildlife species.

Human Health: The decrease in quality of air leads to several respiratory problems including

asthma or lung cancer. Chest pain, congestion, throat inflammation, cardiovascular disease,
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 respiratory disease is some of diseases that can be causes by air pollution. Water pollution

occurs due to contamination of water and may pose skin related problems including skin

irritations and rashes. Similarly, Noise pollution leads to hearing loss, stress and sleep

disturbance.

Global Warming: The emission of greenhouse gases particularly CO2 is leading to global

warming. Every other day new industries are being set up, new vehicles come on roads and

trees are cut to make way for new homes. All of them, in direct or indirect way lead to

increase in CO2 in the environment. The increase in CO2 leads to melting of polar ice caps

which increases the sea level and pose danger for the people living near coastal areas.

Depletion of the Ozone Layer: Ozone layer stops ultra violet rays from reaching the earth.

UV exposure in excess can lead to skin cancer. Due to release of CFCs & aerosols in the

atmosphere which contributed to the depletion of ozone layer. This removes the sheet that

protects us from the harmful UV-rays which is more than just threatening.

Infertile Land: Constant use of pesticides, insecticides & other chemicals causes the soil to

become infertile. Soil is the major and in some cases the only source of nutrition for plants &

vegetables. Importance of these can never be overstated. But due to infertile soil, plants will

not be able to grow properly. Industrial waste also affects the fertility of the soil.

Environmental pollution in india

1. India’s high air pollution, ranked by the World Health Organisation among the worst in the

world, is adversely impacting the lifespan of its citizens, reducing most Indian lives by over

three years, a new study has said.

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2. Over half of India’s population – 660 million people – live in areas where fine particulate

matter pollution is above India’s standards for what is considered safe, said the study by

economists from the University of Chicago, Harvard and Yale published in this week’s

‘Economic & Political Weekly’.

3. Of the world’s top 20 polluted cities, 13 are in India compared to just three in China. Air

pollution slashes life expectancy by 3.2 years for the 660 million Indians who live in cities,

including Delhi. In China, the corresponding dip is marginally lower at three years, according

to a report in The Hindustan Times.

4. In 2014, a global analysis of how nations tackle environmental challenges has ranked India

155 among 178 nations and labelled the country’s air quality among the worst in the world,

tying it with China in exposing its population to hazardous air pollution.

5. The Environmental Performance Index 2014, generated by researchers at Yale University in

the US, has bracketed India among “bottom performers” on several indicators such as

environmental health impact, air quality, water and sanitation. Although India is an emerging

market alongside Brazil, China, Russia and South Africa, its environment severely lags

behind these others,” Angel Hsu, the lead author of the report at Yale University said.

6. The Ganga and Yamuna are ranked among the world’s 10 most polluted rivers. China has just

one. An evaluation in February ranked Vapi in Gujarat and Sukinda in Odisha among the 10

most environmentally-degraded zones in the world. China had no entries on the list.

7. Mindless concretization of ground and green belts and booming real estate has led to heat

island effect which is burning the Capital as short-wave radiations emanate from concrete

surfaces at night time. Concretization prevents ground water recharge thus depleting green

cover. Tall buildings also block winds thereby reducing their cooling effect. Excessive

concretization also leads to weakening of trees.

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8. Despite the directives of the National Green Tribunal, civic agencies continue to allow

concretization in green belts. Massive green cover is destroyed in the name of development.

Booming real estate and demand for housing units is leading to change of land use and

shrinkage of natural conservation zones such as forests, water bodies, wastelands,

sanctuaries, groundwater rechargeable areas, Aravallis and wetlands in the National Capital

Region including Delhi, Haryana, Rajasthan and Uttar Pradesh.

9. A 2015 report by the Centre for Science and Environment, a Delhi-based NGO, says the

decline in the country’s overall environmental standards was because of river pollution,

which is worse now than it was three decades ago, piling garbage in cities and increasingly

toxic urban air.

10. According to a report in The Economic Times citing research by environmental economists

from Chicago, Harvard and Yale that finds that well over half of the Indian population may

be set to lose three years of their lives due to the adverse effects of breathing air with highly

excessive levels of pollutants. It has been known for some time that the air that people

breathe in Indian cities is among the worst in the world.

It is time we start doing something to save the air we breathe, the water we drink & the land

that we live in. It is time to stop increasing environmental pollution any more, before time

runs out.

Pollution not only affect humans by destroying their respiratory, cardiovascular and

neurological systems; it also affects the nature, plants, fruits, vegetables, rivers, ponds,

forests, animals, etc, on which they are highly dependent for survival. It is crucial to control

pollution as the nature, wildlife and human life are precious gifts to the mankind.

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 BIOENERGY

Biomass energy1 or “bioenergy” is possibly the most confounding of energy sources. It

comprises a wide range of resources, options, markets and scales, from grid electricity to

household fuels. Modern bioenergy sources, such as liquid biofuels, biomass-fired electricity,

or methane from animal wastes, are often viewed as important components of a low-carbon,

energy-secure future. By reducing dependence on expensive and imported fuel, bioenergy

can stimulate local economies. In addition, in developing countries, new employment

opportunities, income from the sale of agricultural residues, and infrastructure built for

bioenergy projects could help reduce rural poverty

Global studies suggest that bioenergy demand will rise significantly by 2050. In order to cut

the energy-related CO2 emissions to half of the current levels by 2050, the International

Energy Agency has suggested that bioenergy use should triple by 2050, to approximately 135

exajoule (EJ) per year.

The Intergovernmental Panel on Climate Change’s Special Report on Renewable Energy

Sources and Climate Change Mitigation indicates that much of the increased demand for

biofuels – as well as the potential for supply – will come from developing countries. Biofuel

use for transportation and biomass use for power generation have both grown significantly in

several developing countries, where small-scale power and heat from agricultural wastes (e.g.

rice and coconut husks), as well as bagasse power, from sugar cane after extraction, are

increasingly common.

Given this diversity and the wide range of potential outcomes, we believe there is a need for a

better understanding of how well different bioenergy project types can foster sustainable

development (SD) in developing countries.

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Biomass has been in existence before people started talking about renewable energy
sources and energy efficiency. This long term use would not be possible if biomass didn’t
have any benefit. As most governments are leading campaigns to find alternative sources of
fuel to fossils, biomass energy continues to make headlines as a possible alternative.

Advantages

1. It’s a renewable form of energy

Biomass energy is considered a renewable form of energy because the organic materials used
to produce it are never-ending. The organic materials including wood, crop waste, garbage,
sewage sludge, and manure are continually produced by society. In a nutshell, regrowth of
these organic materials supports the fact that biomass is renewable.

2. It’s carbon neutral

We all know that release of vast amounts of carbon contributes greatly to climate change.
Biomass energy takes care of this since it is a natural part of the carbon cycle as opposed to
fossil-based sources of fuel such as oil, natural gas, and coal. Researchers say that the only
carbon emitted to the environment from biomass fuels is the amount that was absorbed by
plants in the course of their life cycle. In the process of replenishing the used plant materials,
the new ones that spring up absorb equal quantity of carbon, hence, developing neutrality that
witnesses no new carbon generated. This aspect renders biomass uniquely clean.

3. Widely available

Just like sun and wind energy, biomass energy sources are bountiful in supply. You can find
them virtually in every nook and cranny of the world. The fact that it’s bountiful in supply
means that we may never encounter problems that we are presently experiencing with fossil-
based sources of fuel. Nonetheless, it’s vital that we maintain the abundance of this natural
resource by being responsible in its use.

4. It’s cheaper compared to fossil fuels

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Producing biomass energy does not involve heavy capital outlay. Fossil fuels production, on
the other hand, involves high upfront capital costs such as drilling to reach oil wells,
constructing gas pipelines and collection of biomass fuel. The low cost resulting from the
production of biomass fuel is passed on to customers. This means that customer’s energy bills
will not depend on aspects such as availability and knee jack decisions of energy production
and supply firms. Low biomass cost makes this form of energy attractive to manufacturers
and producers since they are able to generate higher profits from extremely low output.

5. Minimises overdependence on traditional electricity

Anybody can produce biomass energy because the raw materials are available
everywhere. Traditional forms of energy can sometimes be unreliable due to power
outages.

6. Reduces amount of waste in landfills

Most waste products in homes is either plant matter or biodegradable. This kind of waste can
be channelled to more profitable use. Bioenergy generation utilises any waste that would
have otherwise found way into landfills hence more space for human habitats.

7. Can be used to make different products

Biomass energy being versatile in nature can be used to make different products. Ethanol and
similar fuels can be made from corn and other crops.

In concurrence with GDP growth, India’s projected energy demand is expected to be more
than 3 to 4 times the current level in 25 years. Non-commercial bioenergy energy sources,
predominantly fuel wood, chips and dung cakes, contribute around 30% of the total primary
energy consumption (dominated by coal and imported oil) mainly for cooking and space
heating applications in rural areas. 77.6% of India’s 159 million rural households used
firewood/chips while 9.1% used LPG. Traditionally, use of biomass as energy in India is

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characterized by low efficiency and environmental degradation. Multiple government
programmes to promote bioenergy technologies over the last three decades have been unable
to achieve their potential. Dependence on biomass is expected to continue in the foreseeable
future, due to the projected increase in rural population in absolute terms and continued lack
of access to commercial fuels in rural areas making it worthwhile to explore improved
management of bioenergy resources and greater energy efficiency during end use
applications.

In the past, biomass was viewed solely as a traditional fuel for meeting rural energy needs.
Also, the policies primarily focused on the supply-side push with market instruments having
little role in biomass policies. Currently, the new perspective in policy circles in India is that
biomass as a competitive energy resource, which can be pulled through energy markets. This
policy shift towards market based incentives like tax benefits and institutional support like
capacity building has led to introduction of modern biomass technologies such as bagasse-
based cogeneration and large-scale adoption of gasification and combustion technologies for
electricity generation using a variety of biomass. The bioenergy sector in India is currently
primarily driven by Government of India’s initiatives. Key government ministries such as the
Ministry of New and Renewable Energy (MNRE) and the Ministry of Environment and
Forests (MoEF) have had a significant role in promoting bioenergy.

Carbon sequestration

In the era of increasing climate change awareness, environmental benefits produce a strong
case for bioenergy. It is a common notion that burning biomass merely returns the CO2 that
was absorbed as the plants grew and as long as the cycle of growth and harvest is sustained,
biomass burning is carbon-neutral (Ravindranath and Balachandra, 2009). But this is not
applicable as the universal truth for all forms of bioenergy and its varied production and
usage mechanisms. Schubert and Blasch (2010) list several factors which determine the
carbon-neutrality (or otherwise) of bioenergy vis-à-vis the fossil fuel which is purported to be
replaced. The life-cycle carbon balance critically depends on the choice of feedstock, the
management of land resources when growing the feedstock, the kind of land-use changes

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induced by cultivation, conversion and processing methods used in bioenergy production, the
type of fossil energy carrier which is replaced by biomass and the efficiency of energy end-
use. The efficiency in harvesting and combustion – both play a role in determining the carbon
implications of biomass burning. For example, 40% of fuel wood usage in India is from
unsustainable extraction (Ravindranath and Balachandra, 2009). Feedstock production is
arguably the most important factor in determining the sustainability of bioenergy production.
Hence, potential impacts of efficient (often translated to “intensive”) land usage will have
direct impact on biodiversity, greenhouse gas emission, and degradation of soil and water
bodies (WWF, 2007). Land usage has very high impact on Green House Gas (GHG)
emissions. Conversion of forest land, pastures and savannah type land for bioenergy
cultivation can cause higher GHG emission than what is abated by GHG emissions (WWF,
2007).

Policies and programmes

India has a long history of bioenergy planning and programme interventions. The national
biomass policy originated in the decade of 1970s as a component of rural and renewable
energy policies. The biomass policy followed a multi-pronged strategy: i) improving
efficiency of the traditional biomass use (e.g. improved cook-stove programme), ii)
improving the supply of biomass (e.g. social forestry, wasteland development), iii)
technologies for improving the quality of biomass use (e.g. biogas, improved cook-stoves),
iv) introduction of biomass based technologies (wood gasifiers for irrigation and biomass
electricity generation) to deliver services provided by conventional energy sources, and v)
establishing institutional support for programme formulation and implementation.

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 CONSUMER RESPONSE
Today’s customer is more aware and well informed about the products, Social media make it

easy to access to any thing and competition is one click away from your finger

To-day products are more customised but customer will need safe good that are healthy and

save to use. So green products are those which are eco-friendly and safe to use and consumer

behaviour and knowledge toward green product is consumers green behaviour. Now

customer wants to have products which are of good quality and at reasonable price and eco-

friendly.

With the increase in the technologies there has been an increase in the industrial activities

which has affected the environment adversely. The environment has been exploited

extensively; this over exploitation of environment has resulted in climate change, global

warming, pollution, depletion of the ozone layer etc. These issues have raised concerns to

protect our environment which has led to the concept of going green. Government has

introduced policies to save the environment from further degradation and so has the

corporations opted for environmentally friendly practices. One of the earliest steps that were

taken regarding this environmental concern was to introduce products that were supposed to

environmental friendly and had utilitarian status for consumers. These products have positive

effects on the environment as they are less toxic, biodegradable, recyclable, energy efficient,

renewable due to which they are termed as “Green Products”. Because of the negative effects

on environment, green marketing activities have been a major tool that is utilized by various

organizations, which have brought about a change in buyers' purchasing approach towards

green items.

Green behaviour is the choice made by the consumers whether to buy an eco- friendly

product or not. A consumers concern towards a safe environment has been frequently

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increasing. Nowadays the market contains a wide variety of products that are

environmentally safe. The purchase behaviour of the consumers depends on the beliefs and

the consciousness of the consumer towards environmental concerns. If a consumer opts for a

green product it not only has personal benefits for the consumer but also many long term

environmental benefits. The decision to purchase these products depends on the behaviour

which the consumer might adopt towards these products.

Green marketing is nowadays considered to be one of the fast growing trends in business. It

involves activities taken by the organizations related to environmental problems by providing

services and products which are eco-friendly and do not degrade the environment in any way.

Now both marketers and consumers are opting for the products that are green.

Environmental Awareness

The awareness about the issues of the environment can determine the behaviour of the

individuals towards environment. The awareness and attitude have a positive effect on the

purchasing behaviour of the consumer. The more the individual is aware about the

environmental concerns, it could the create favourable behaviour towards the same. The

increased knowledge about the environmental issues creates positive attitudes. The

knowledge about the environment is correlated with the attitude and behaviour towards the

environment. Proper knowledge about environmental problems can make individuals more

responsible towards the environment. Consumers who are more aware and conscious about

the environment make more green choices.

An individual’s positive environmental behaviour doesn’t not necessarily guarantee his

involvement or participation towards the environment. The individual involvement is very

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important, and the strength of motivation on the processing of information depends on one’s

degree of involvement. Based on these findings it can be assumed that the consumers who

have knowledge and are aware about the environmental issues are more likely to go for green

purchases.

Purchase Behaviour

Behavioural intentions can indicate the actual future behaviours of individuals. Intentions can

change over a period of time. The longer the time interval the less accurate will be the

predicted behaviour from intentions. There can be a number of events and consequences

which can alter the intentions of an individual examined the structure of attitude strength and

its relationship with purchase intentions. It revealed that the general attitude towards

environment of a consumer does affect his purchase behaviour but the attitude towards the

product affects the purchase intentions of a consumer.

Willingness to pay

Many consumers are concerned about environmental safety and some are concerned about

their health and also about cost. Cost is a crucial factor when the willingness to pay a

premium for green products is concerned and there is a lesser brand awareness of eco-

friendly. Thus, the intentions of a consumer to purchase green products can be dependent on

certain factors like price of the product and availability of the product. The intentions to

purchase green products can also change if the consumer realizes that the green advertising

done for the product has been misleading or vague or false claims have been made about the

product been green.

It has also been found that those customers, who are concerned about ecological problems,

are also willing to pay more to be eco-responsible but companies need to enhance the

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performance of their products and make them more environment friendly, even if they need

to increase the price of their products Thus the quality and performance of a green product

can also be considered as a factor which affects the intentions of consumers to purchase a

particular green product.

Customer Satisfaction

As the quality and the performance of the product are the major reasons for the customer to

be satisfied with the product. A customer’s satisfaction towards the particular product will

influence the future purchase decisions of consumers and form customer loyalty but also

spread a positive word of mouth about the product. Satisfaction is usually interpreted as a

means of predicting customer's future purchase. A satisfied consumer is going to repeat his

purchase in future. A satisfied consumer is more likely to recommend the preferred

product to others.

Consumers are motivated to buy green products not only because of their concern for the

environment but also because they believe these can be healthier option for them. Thus

organizations need to focus more on improving the quality of green products and also need to

provide high quality green products at genuine prices. As the high price and low quality of

the green products are the two most important factors that prevent and demotivate the

consumers while thinking about purchasing such products.

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 CONCLUSION

 It is time we start doing something to save the air we breathe, the water we drink & the land

that we live in. It is time to stop increasing environmental pollution any more, before time

runs out.

 When managed sustainably, biomass is an essential part of the portfolio of renewable energy

technologies; delivering low cost, low carbon heat and power that can help reverse the

decline in the global forestry sector.

 The condition is definitely improving and people are aware but still a lot of efforts need to be

done in order to improve awareness and availability of the green products among Indian

consumers. Studies can be done to figure out various other factors that can influence that

environmental consciousness and purchasing decisions of consumers.

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