An Exploratory Study of Institutional Attitudes for Promoting Sustainable Consumption in India

There has been an increasing focus on sustainable development following widespread awareness about global warming and other environmental changes which have the potential for great societal impact. Sustainable development includes issues concerning production as well as consumption. Low demand for “sustainable” products makes them expensive and, therefore, out of reach for many customers. Institutions, being bulk purchasers, can play a significant role in encouraging and increasing this demand by influencing their employees, suppliers, consumers and other stakeholders. This study examines the extent to which institutional consumers can help induce a shift to sustainable consumption in the specific context of two related products tea and coffee. These beverages are consumed in considerable quantities, but do not involve huge budget outlays. Thus, they are ideally suited for a quick transition from regular to sustainable versions. Selected institutions were surveyed for consumption practices of tea and coffee and awareness of sustainable consumption in general and sustainable tea and coffee in particular. An important query in the study looked at whether these institutions were willing to pay extra for sustainable tea and coffee, and if so, by how much. The study identified challenges that institutions are likely to face in switching to sustainable consumption practices and whether they saw any potential benefits in promoting such a change. The paper concludes with strategic recommendations for marketing sustainable products to institutional consumers.


Sustainable Development and Sustainable Consumption
The widespread awareness on global warming and its impact on welfare of generations-both present and future has led to an increased interest and focus on sustainable development.The World Summit on Sustainable Development (WSSD), called for fundamental changes in the way societies should produce and consume goods and services.It reiterated that all countries should promote sustainable production and consumption practices.Developed countries were expected to lead by example.Further, it was expected that all members and organizations of society, including producers, suppliers, governments and consumers would share the responsibility for promoting and practicing sustainable development.Sustainable production and sustainable consumption are bookends to sustainable development.
Sustainable consumption mainly relates to purchase and use of "sustainable" products.Its impact is felt on the demand for the quality and quantity of products and services.Unsustainable consumption refers to use of products that may be produced and distributed in ways that may not be completely aligned with considerations for the environment and people's health and wellbeing in general.Although sustainable consumption is desirable, consumers are likely to be unwilling to change their well-established consumption habits, especially when driven by economic considerations, unless they are educated on the impact that their consumption patterns have on resources.In particular, consumers need to be made aware of, and sensitized to, the consequences of wasteful use of scarce resources, and might need to be guided towards making voluntary choices of sustainable products.
A variety of types of consumer behaviours has been observed in relation to sustainable consumption across the globe.These behaviours range from the selection of products based on environmental considerations and social responsibility to consumer boycott of unsustainable products.The success in increasing the volume of sustainable consumption therefore, calls for involving different sections of society including individuals and institutions and presenting them with choices that could lead to improvement in quality of life in ways that are good both for businesses and the community.
Tastes and preferences of consumers do not develop spontaneously.They are usually carefully constructed and shaped consciously over a period of time by marketers.Consumers are at the end of supply chains that typically involve several business entities, each of which plays the role of a supplier (selling products) and customer (buying products).As such, institutions can affect supply chains in a significant manner, both directly and indirectly, through their actions since they are bulk buyers.Their choices influence what is be produced and sold because they are responsible for an important share in the demand for products.Increasing levels of awareness and knowledge among purchasing organizations about the implications of their consumption decisions regarding use of sustainable alternatives has started gaining currency worldwide.
Institutions play an important role in shaping consumer purchase of sustainable products since they are the ones that can make such products available to consumers.An opportunity to sample or use these products is likely to expose residential consumers to these possibilities and ultimately lead to their adoption.It is important then, to explore the role institutions can play in encouraging early adoption of sustainable consumption products.
The present study focuses on two basic beverages, tea and coffee, consumed in considerable quantities by individuals employed by or interacting with institutions.These individuals are not only employees, but consumers in their own right, who would make purchasing decisions for themselves and their families.Consumption of tea and coffee does not involve huge budget outlays in an organization's allocation of funds, and, at the same time, either or both of them are consumed almost daily.Presumably, it would not be very difficult for institutional consumers to switch over consumption to sustainable tea and coffee and pave the way for its widespread adoption by residential consumers.We consider these beverages are interesting and effective indicators for sustainable consumption and hence the study.

Sustainable Tea and Coffee in India
A general perception is that consumers and institutions in developed countries have become aware of, and may even be making choices of, sustainable consumption.However, consumer behaviour in developing countries could be different and at the stage of simply increasing consumption, not necessarily of the sustainable kind.Thus, an interesting question is -whether India, with its significant and sizeable population, is ready to wake up, or has already woken up, to the idea of sustainable consumption?Economic liberalization led to a boom in the Indian economy and the emergence of a large group of middleclass consumers.There was a corresponding increase in income at the lower end of the pyramid.Together, these shifts have resulted in an enormous increase in consumer demand.The Indian consumer base has been lured towards new products vigorously marketed by manufacturers from within and outside the country.Increased consumer choice and purchase plays a role in consumers' economic, social and environmental footprints.It is just the right time to expose them to such products that contribute to sustainable development.Consumers at this stage can be initiated towards adopting sustainable consumption practices and, therefore, allocation of additional resources required to break already established unsustainable habits of consumption in the future may be avoided.Governments and businesses have both the power and responsibility to ensure that economically, socially and environmentally relevant options are available at affordable prices for all consumers.
Tea and coffee are popular beverages consumed by a large portion of Indian society.A study by the Coffee Board of India (Coffee Board, 2007) on All-India consumption pattern of coffee revealed that the per capita consumption of coffee in India was 75 grams and about 94 per cent consumed tea.The consumption of tea was above 600 million kilograms (Note 1) per year.
Although tea and coffee have been produced for centuries in India using traditional methods of production, there has been a change recently in some quarters.Sustainable tea and coffee is usually produced on a farm with high biological diversity and low chemical inputs.This type of production conserves resources, protects the environment, produces efficiently, competes commercially and enhances the quality of life for farmers and society as a whole (Note 2).In South India, the United Nilgiris Tea Estates Co. and the Bombay Burmah Trading Corporation (BBTC) were among the first companies to convert some of their tea and coffee estates to the organic method of cultivation.More recently, some area under Tata Coffee and the IBC Group estates has also been converted.The Poabs Organic Estate in Kerala, growing coffee and tea, has been certified organic since 2002.One of the biggest coffee producers in India, Tata Coffee has also successfully implemented the Social Accountability System (AS 8000: 2001) in its plantation division, the curing division and roasting and grounding unit at Kushal Nagar and received a certificate issued by the Det Norske Veritas.
As part of Corporate Social Responsibility (CSR) trade initiatives, big companies like Tata Tea Limited and Hindustan Lever Limited have initiated various projects for the welfare and economic benefits of their workers.There are other CSR initiatives by PDS (Peermade Development Society, in Kerala), USTPA (United Small Tea Producers Association, supported by Partners in Change in Nilgiris), Just Change (Gudalur, Tamil Nadu) and TEAMFCO (Assam) that promote CSR practices in the small holdings and help forge links between big companies and the small tea sector.

Literature Survey and Motivation for the Study
There is sufficient information available about sustainable development in general.Our focus was on consumption of tea and coffee as well as on consumer attitudes and behavior with regard to sustainable consumption.
The Coffee Board of India (Coffee Board, 2005) commissioned a comprehensive, nationally representative study on consumption habits, practices and attitudes towards coffee by urban (South and North) and rural (South) consumers in India.The study classified consumers into Non-drinkers (38 percent) -did not consume coffee in the past 12 months; Occasional drinkers (40 percent) -consumed coffee in the past 12 months but not the day before and Coffee drinkers (22 percent) -who consumed coffee the day before.Coffee consumption was also categorized into light (1-2 cups a day); medium (3 cups a day) and heavy (4 or more cups a day).Between 2003 and 2005, there was a marginal reduction in the proportion of non-drinkers but the proportion of occasional drinkers remained the same.The study identified that potential for growth of consumption lay with occasional drinkers and more so in North and Eastern zones of the country where the proportion of occasional drinkers was maximum: 64 per cent and 52 per cent respectively.
The research also found that while most of the daily consumption was at home, about 24 per cent was also consumed away from home-a marginal increase of 2 per cent over the previous estimate of 22 per cent.Consumption of coffee away from home was mainly at restaurants (45 percent) and hot teashops (40 percent).Cafes and vending machines were also becoming more visible in the out-of-home segment.
Another study commissioned by the Coffee Board of India (2007) attempted to identify the attitudes of consumers towards coffee with respect to quality, variety, price and additives especially chicory; positive and negative associations related to consumption; and drivers and barriers to coffee consumption.It found that amongst beverages, both coffee and tea enjoyed high spontaneous recall followed by plain milk and carbonated soft drinks.Across the country top-of-the-mind recall for coffee was higher among SEC A, B & C than SEC D (the lowest socio-economic strata).The study revealed that in Tamil Nadu, coffee had moderate association as a family beverage but was strongly associated with special occasions and hence had a higher status association.In Karnataka, coffee was very strongly associated as a family beverage.Interestingly, it also had special/high status perceptions.In Andhra Pradesh, perception of tea was very close to coffee on key dimensions.Tea came across mainly as an evening cup.In Kerala, tea had higher positive associations on key dimensions of family, health and status.In the North, East and West, coffee was largely a social drink.Coffee was associated with high status, modernity and antidote for cold weather suggesting it was a special and occasional drink.
Health was found to be a big barrier to more frequent consumption among those who drank only one cup of coffee a day.Among occasional coffee drinkers and non-drinkers, habit, non-consumption by other family members and price were key barriers.Taste was an additional barrier among non-drinkers in North, East and West and Tamil Nadu.Coffee, as any other drink, was habit-forming.Family drinking was a key for early adoption; most regular and occasional drinkers started drinking coffee at the age of less than 10 years at home, and were introduced to it by a family member.The exception was the North, where most were introduced to coffee by a friend and started consuming it outside of home.
A review of the existing literature also revealed that research on the consumption and purchase behavior for sustainable products has been on the rise in the developed countries.Studies have focused on the concept and criteria for evaluating methodology for assessing sustainability (Adams & Ghaly, 2007b), historical movements and developments, in the field of sustainable and organic products (Adams & Ghaly, 2007c) and in agricultural practices (Auroi, 2003;Lewis & Runsten, 2008, Lyon, 2009;Saravanan, 2004).Researchers examined the role of certification and NGOs in marketing sustainable products (Giovannucci & Ponte, 2005); on sustainability barriers (Courville, 2003;Adams & Ghaly, 2007a;Jones, 2007;Yates, 2008); on evaluating technology for sustainability (Philpott et al., 2007); on sustainable product labeling (Raynolds et al., 2004); use of labeling information by the consumers and disposal of waste related to consumption (Ayse & Asli, 2008;Chen, 2009;McDonald et al., 2009), marketing and purchase behavior and sustainable procurement (Chakraborty & Srivastava, 2008;Danse & Wolters, 2003;Jones et al., 2008;Pickett-Baker & Ozaki, 2008;Schlegelmilch et al., 1996).
The Nielsen Global Online Consumer Survey (Nielsen Survey, 2008) was conducted in April 2008 among 28,253 internet users in 51 markets from Europe, Asia Pacific, North America and the Middle East to provide insight into the major concerns of consumers and consumers attitudes across the globe towards company ethics and corporate responsibility.The survey found, for example, that just over a third of New Zealand consumers (33 percent) considered it very important for companies to improve their environmental policies, compared to half the world's consumers (51 percent) and only 22 percent of New Zealanders thought it was very important to improve other programs that contributed to improving society when globally the average was a much higher 42 percent.According to Nielsen, Latin American consumers were the world's most socially aware, while North Americans consistently lagged behind the global average.Four in five (81 percent) Mexicans thought it very important that corporations acted to improve the environment, and 54 percent considered it very important that companies supported social causes.Mexicans (65 percent) also topped global rankings for believing it very important that groceries were not manufactured using unethical labor practices.The study emphasized the rising concerns world over in encouraging sustainable practices in production, consumption and procurement.
A considerable amount of research has been undertaken on labeling, certification, and aspects related to the consumption and marketing of sustainable tea and coffee in countries other than India.The present study was undertaken in order to fill this gap in knowledge and to gauge the attitudes of Indian institutional consumers towards sustainable consumption and in particular, consumption of sustainable tea and coffee.

Research Methodology
This study focuses on procurement and consumption patterns, behaviors and attitudes of tea and coffee in India.Primary data was collected through a survey amongst institutional consumers.The survey included both a questionnaire and personal interviews.The questionnaire was aimed at determining the institutional arrangements currently in place for supply of tea and coffee within the selected organizations, their procurement policies, factors considered in selecting a brand for tea and coffee, awareness regarding sustainable tea and coffee, willingness to purchase such tea and coffee and the problems in adopting it.The personal interview approach was used when the nature of information being sought required a one-on-one approach.

Sample Selection
The segments of industry and businesses chosen for the survey were those that were expected to be consuming tea and coffee in large quantities.The survey was conducted over seven weeks both in Delhi and Bangalore.Around 65 institutions were approached for the survey.These included banks, IT companies, airlines, airline catering companies, educational and management institutions, hotels, tea and coffee café chains, insurance and banking institutions and media houses.As this was a high-end survey, and it was important to collect responses of high quality, facilities managers of companies were contacted for response to the institutional survey questionnaire.

Sampling Procedures
Though it was decided initially to obtain data from at least 30 plus institutions, the survey revealed that out of the 65 institutions approached, many did not feel that the decisions regarding supply of tea and coffee within the institution were very significant.During data collection, the researchers were constrained by the fact that supply of tea and coffee within the organizations was either outsourced to canteen contractors or was dispensed through vending machines installed by suppliers, and the institution itself played a limited role in procurement.It was not easy to get appointments with the busy executives of institutions and despite best efforts, a certain number of institutions did not respond.Data was finally collected from twenty seven institutions; six belonged to the hospitality sector, eight to BPO's and software, two to media, six to education, one to aviation and four to the banking and insurance sector.

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Results
The surve provided t employee used to dis coffee was machines w In order t institution the bevera  The survey revealed that in general, the most important factors were the health impact, quality and taste, social and environmental concerns (Figure 5).Next in importance were price, flavor and peer acceptability.Certification marks, reputation of the supplier and familiarity with the brand were also important but promotions and discounts offered were the least important as compared to the other factors.

Figure 5. Factors influencing institutional purchase of tea and coffee
There was also a need to look at the processes that were followed by institutions to obtain a supply of these beverages.In order to gain information along several dimensions of consumer behavior, the questions listed below were asked of responding institutions: (1) Do you have a procurement policy regarding tea and coffee in your organization?
(2) Do you have a list of specifications for purchasing tea and coffee?
(3) Is the procurement policy regarding tea and coffee communicated to the suppliers?
(4) Do you have a list of potential suppliers for tea and coffee?
(5) Do you have a written code of conduct for suppliers of tea and coffee?(6) Do you have a policy in case of conflict of interest amongst members of the procurement/ purchasing team for tea and coffee?
(7) Are your spending decisions regarding tea and coffee open to public review?
(8) Do you specify to your suppliers of tea and coffee what you will not buy?
(9) Do you reward your procurement team for economical buying?
(10) Do you have to answer to the management or workers regarding the brands of coffee and tea purchased?
The survey revealed that though about a third of the organizations had a procurement policy for the two beverages, very few, almost a negligible number of institutions had a written code of conduct for suppliers or rewarded the institutional purchase teams for economical buying (Figure 6).Being a low involvement product choice, only twenty to twenty five percent of the institutions reported that they had a procurement policy in place or specified to their suppliers what they would or would not buy.An equally small number communicated their procurement policy to suppliers.Very few institutions had a code of conduct regarding their purchase.They did not reward their purchase teams for economical buying.Institutions did not consider themselves answerable to either employees or to the public at large regarding their decisions.However, about 30 percent institutions did have a policy regarding handling conflict of interest situations amongst the purchase team members.Thus, there were no guidelines regarding the purchase of the two beverages and the purchasing teams had a lot of latitude to take a decision.
In order to assess whether employees took interest in the beverages supplied by their employing institution, they were asked whether employees were consulted on the following issues: (1) Brand of purchase (2) Source of supply Employee feedback was not significant with employees from not more than twenty percent institutions responding to decisions related to brand name, quality, certification and source of supply.Feedback on the quantity, and time at which tea and coffee was supplied for their consumption was hardly provided.Since most of the employees did not pay for consuming these beverages, minimal feedback was received on prices.
The next question related to the sources the institutions consulted for obtaining information on the two beverages.
The following sources were listed: (1) Communications from suppliers (2) Advertisements in print media The results (Figure 8) indicate that recommendations by the administration, the CSR Department, the procurement department and employees were important sources of information.Television was the least important medium but print media was an important source.
How aware were these institutions regarding the products they consumed?Information was sought on whether they had knowledge of aspects like where the tea and coffee was grown, what methods of cultivation were used, whether farmers were getting a fair wage, the labor practices of firms processing tea and coffee and methods used to process the two beverages (Figure 9).

Figure 9. Institutional awareness of sustainable consumption
There was a general lack of awareness amongst institutional customers about the process of cultivation or processing of tea or coffee and labor practices being used by manufacturers.At least eighty percent also had no idea about whether manufacturing practices influenced the health of consumers.
The concept of Sustainable tea or coffee is fairly recent.It was important to find out whether institutions were aware of what sustainable tea and coffee was.The survey revealed that a majority of institutions were not aware of it (Figure10).
Figure 10.Awareness about sustainable tea and coffee Once institutions were aware of the meaning of the term "sustainable products", the next essential step was to assess whether institutions perceived themselves as having a role to play in promoting the production and consumption of sustainable products including tea and coffee.They were asked to respond to the following statements (Figure 11).
(1) I can contribute to the adoption of sustainable farming and manufacturing of tea/coffee.
(2) I believe I can exercise pressure on the suppliers to supply sustainable products including tea and coffee.
(3) I would refuse to buy tea and coffee from suppliers if they are irresponsible towards environment.
(4) I would change the supplier if aware of unethical or socially irresponsible business practices.
(5) Have you engaged in a dialogue with your suppliers for more sustainable versions of tea and coffee?Institutions reported that the most challenging problems in adopting sustainable tea and coffee were the doubts relating to continuous availability and supply of brands satisfying the sustainability criteria; lack of information regarding certification, and the genuineness of quality claims made by the manufacturers.A few institutions had budgetary or price concerns.
In order to ascertain whether the institutions saw any potential benefits in switching over to sustainable products, they were asked to rank the following benefits on a five point Likert scale: (1) Improve company image in the eyes of the world (2) Improve company image in the eyes of employees The results (Figure 14) showed that most institutions agreed that the introduction of sustainable products would prevent environmental degradation, and reduce adverse impact on employee health.They also agreed that it would encourage best practices, improve product quality, the image of the company in the eyes of employees and help develop eco labels.However, few institutions recognized that such adoption would improve corporate image in the eyes of the world.
Figure 14.Potential institutional benefits of adopting sustainable consumption practices It was possible that tea and coffee as beverages could be seen as exception.That is, institutions may not have been using sustainable tea and coffee but may have begun using other sustainable products and services in other The main hurdles in the purchase of sustainable products are availability of supply, genuineness of claims regarding products being actually sustainable and lack of certification information about these products.Suppliers of these versions should avoid making exaggerated and misleading claims and adopt honest marketing practices to gain consumer confidence.
Economic considerations do not appear to be too overwhelming for tea and coffee at least.It is important also to find out what other individual sustainable consumption practices could be promoted with the help of institutions if their criterion was to reduce costs only.In these highly competitive times, institutions would welcome use of products that help them reduce their overall costs both directly and indirectly and also help them improve their public image.Institutions are therefore, likely to adopt those sustainable products/services that have a bearing on cost efficiency or profitability enhancement.However, due to the existence of differences in the way products and services are supplied to employees in different institutions, there cannot be a one size fits all approach.
A look at the other sustainable products used by the company reveals adoption of products that reduce costs by energy efficiency or pollution control.These are increasingly being promoted by legislation or penalties-an evidence that coercive measures may succeed more than voluntary adoption, where institutions are currently unable to see the benefits of using sustainable products.
While institutional support may be forthcoming, individual consumer awareness and sensitization will be important to increase use of sustainable products.Use of sustainable products needs to be promoted amongst masses to encourage cost efficient production of such products and to make them more affordable.Accessibility and continuous supply, proper labeling and certification are very important if consumption of sustainable products needs to be promoted in future. Fig

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Figure 6 .
Figure 6.Institutional procurement processes: policies, attitudes and considerations Figure 7. Employee feedback

Figure 8 .
Figure 8. Institutional sources of information for choice of tea and coffee

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Figu would not want to look for new suppliers again and again.This would enable them to feel more empowered.