Consumers of Fireworks and Pollution in India : Implications for Marketers and State Policy

Abstract

There are a number of festivals celebrated throughout India. Amongst all, religious festivals like Diwali, Dusshera etc find special mention. These festivals are marked by the usage of bright lights and firecrackers which cause pollution. The unintended consequence of this is an increase in the pollution level. The enthusiasm of the consumer during festivals becomes all the more buoyant on account of promotion by marketers. The pollution level as a result of the use of firecrackers during these festivals has acquired dangerous proportions especially in metros like Delhi. In 2016, a number of festivals were concentrated in the month of October. Coincidentally, AQI of Delhi jumped from the figure of 160 to 389 from September 30th to November 1st depicting a huge fall in its air quality. The present paper aimed at exploring the use of firecrackers during festivals and analysing the stakes of three major parties-the consumers, marketers and state. The paper suggests the need for a change in the way festivals are celebrated by changing the perception of consumers. It also recommends a need for more ethically responsible behaviour on the part of marketers as well as the state to control the ill effects of using firecrackers.