Sustainable Consumption of Electronic Goods in Uttar Pradesh: An Indian Knowledge System Perspective

Abstract

The present study explores the consumer behavior toward household electronic white goods (refrigerator, air conditioner and washing machine) in Uttar Pradesh with the conceptual prism of the Indian Knowledge System (IKS). In the contemporary marketing models of consumer electronics, the main focus is on feature obsolescence and immediate affordability, whereas this paper examines how the traditional ethical orientations of Sanyam (restraint/longevity), Aparigraha (non-possession/resource optimization), Prakriti (eco-ethical harmony), and Satvik consumption (utilitarian mindfulness) influence middle-class buying, maintenance and disposal decisions. The study operationalizes and validates a measurement scale of IKS based on empirical data collected from household decision-makers (N=112), showing strong internal consistency (Cronbach’s α=0.7600).

Empirical results show that 58.9% of households save energy as a moral obligation toward Nature (Prakriti), 52.7% view appliances solely as functional labour-saving devices and avoid treating them as status symbols (Satvik), 48.2% prefer a lifespan of 10–15 years over short-lived smart trends (Sanyam) and 46.4% maintain an active multi-stage repair instinct (Aparigraha). Moreover, 86.7% of discarded appliances are channelled into structured circular economy flows, reaffirming the role of indigenous value systems as organic drivers of sustainable consumption and e-waste mitigation in Northern India.