Use and throw: tracing the change of consumer behaviour in a peri feral municipality of kolkata metropolitan area, West Bengal

Urbanisation has become a rapid socio-economic phenomena in the twenty first century. Urbanism, or way of life of urban dwellers is the process which shapes the urban structure. Economic activities are a major part of this way of life, of which consumer behavior is a major part. It influences the urban scenario and environment in more than one way. The present study tries to assess the changing character of consumer behaviour in a peripheral municipality of Kolkata Metropolitan Area, Baidyabati, situated almost forty kilometers away from Kolkata. The study is based on data collected by primary survey and analysis of those data by qualitative and quantitative methods. The study shows how relationship between commodity and consumer has changed over the year and use and throw mentality has taken grip of a part of consumer psyche. It also shades light on how these factor, joined with a garbage management system that is trying hard to take care of more than it’s capacity, creates a problem for the environment of this urban area and tries to find a way for it’s sustainable development.