International Journal of Research in Social Sciences

Effective communication has proven to be an essential requirement of every setting in order to succeed. Due to the increment of awareness of environmental issues, the Swachh Bharat campaign has been established. Hence, this study was carried out to explore consumers’ demographic variables and their significant influences on their contact to the communication of the campaign. This quantitative study employed the exploratory research design. Data were collected from 400 respondents from New Delhi, Mumbai, Bangalore and Chennai with a structured questionnaire. Percentage analyses, Cronbach's alpha, and ANOVA are the statistical tools adopted for testing the hypotheses using SPSS. The statistically significant results revealed that all the demographic variables addressed in this study were significant with the awareness, interest, desire and action of consumers’ towards the campaign and females, adults, professionals and more educated consumers received overwhelming responses. The study emphasises the fact that demographic variables considered for this study contributed significantly on the communication of the Swachh Bharat campaign. Based on this, better communication programmes focusing on consumers’ demographic variables can generate positive reactions to the Swachh Bharat campaign as it aims at bringing complete sanitation solutions and changing people's attitudes and mindsets.