Volume 9, Issue 8, August – 2024 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24AUG1513

Mission-Life Approach: A Road towards Energy and

Environmental Sustainability in India
Abhijeet Kumar1* Dr. Firdaus Fatima Rizvi2
Research Scholar Faculty, Department of Economic Studies and Policy,
Department of Development Studies and Policy, Central University of South Bihar, Gaya, Bihar
Central University of South Bihar, Gaya, Bihar

Correspondence Author:- Abhijeet Kumar1*

Abstract:- A growing interest in human adaptation to natural disasters like floods and droughts due to climate
climatic fluctuation and change is indicated by recent change. (Aghakouchak et al., 2015)
advances in the policy domain as well as in the research
community about the implications of climate change. The gradual deterioration of the ecosystem has
However, little is known about the nature and heightened interest in environmental conservation and the
mechanisms of human climate adaptation, and direct interaction between human behaviour and the environment
research on the subject is rarely conducted. In effects (Banks and Sokolowski, 2011; Raymond et al., 2013), which
research, human responses of one kind or another are is always changing (Muduli et al.). Rachel Carson's 1962
frequently taken for granted. The analyses that do focus book, Silent Spring, raised awareness about pesticides'
on adaptation employ a range of interpretations and environmental impact. Following this, there were numerous
points of view, leading to an insufficient and occasionally environmental protection movements, policies, and research
erroneous knowledge of how humans adjust to changes projects (UNEP, 1972; UN, 1992). With the recognition that
in their surroundings. Climate change and human activities have had a significant impact on the
environmental degradation are two prominent global environment, the human-nature interaction has evolved
issues in our current era. Therefore, in order to towards living with nature and implementing sustainable
guarantee the long-lasting advancement of the nation's development (Fischer and Hajer, 1999; Bill et al., 2010;
economic sectors, including production patterns, it is Crutzen, 2002).
crucial to enforce efficient policies and laws with the goal
of decreasing greenhouse gas (GHG) emissions. This Human behaviours have a huge impact on the
study is done to see how mission life plays an effective environment and sustainability. Although a unified
role in environmental sustainability and help to energy definition has yet to be established, environmental behaviour
efficiency with mitigation of climate change and reduce is defined as conscious actions taken by various subjects,
green house impact and how it plays a major road ranging from individuals to society, to reduce negative
towards sustainable development. The motivation to environmental impacts, avoid or resolve environmental
enhance the standard of living and prevent problems, and directly or indirectly improve environmental
environmental deterioration through the utilisation of sustainability (Hines et al., 1987; Diane et al., 2006; Chen et
energy efficiency. al., 2017). It is critical to understand the interaction between
human activity and the environment, its impact on the
Keywords:- Mission Life, Environmental Sustainability, environment, and the factors that influence this relationship.
Energy Efficiency, Adaptation. As a result, recommendations for further research and
solutions for policymaking and management could be
I. INTRODUCTION presented. (Wang, F et al., 2019)

Since the agricultural revolution and the industrial II. LITERATURE REVIEW
revolution's global growth, humans have had more power
over the environment. This is mostly owing to the massive Richardson et. a., 2020 in his study “The green care
and quick organisation and distribution of natural materials code: How nature connectedness and simple activities help
and energy (Daniels et al., 2010). Development of society explain pro-nature conservation behaviors” demonstrates
and quality of life does not increase the Earth's carrying that the biodiversity crisis necessitates a more active
capacity (Barrett and Odum, 2000), so many environmental involvement in pro-nature conservation behaviours. The
problems have arisen and ensuring human development researcher examined the elements that influence general pro-
without causing the ecosystem to collapse is the main environmental behaviour, which refers to behaviour aimed
challenge. Some environmental challenges may only affect a at minimising one's environmental footprint. He utilises
few tiny ecosystems, but others could change the Earth's online data obtained from a demographic survey conducted
topography and human areas. Many extreme weather in the United Kingdom, which includes 1,298 persons aged
occurrences and unpredictable weather patterns cause 16 years and above. Overall, the findings of this study

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Volume 9, Issue 8, August – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24AUG1513

highlight the significant importance of actively engaging A consumer is ecologically conscious, according to
with nature on a daily basis in promoting pro-nature Roberts (1996), if they purchase products and services that
conservation behaviour. This relationship enhances nature they perceive to have a positive or minimally negative
connectedness and aids in the catalyzation of efforts to impact on the environment. Ecological behaviour can be
protect and preserve our planet. impacted by multiple reasons, such as psychological issues
and the desire to save money, as demonstrated by decreased
Pocock et. al.,2023, in “The benefits of citizen science energy and water usage. Consumers may adopt ecological
and nature‐noticing activities for well‐being, nature practices when they perceive such actions as morally
connectedness and pro‐nature conservation behaviours” sees correct. There are two clearly defined categories of
the prevailing biodiversity crisis, the erosion of natural ecological consumers: (1) those who are compelled to adopt
experiences, and the increasing apprehension regarding ecological behaviours because of financial limitations (such
human well-being and mental health, it is imperative that we as reducing consumption in reaction to price hikes), and (2)
comprehend the advantages of engaging in activities that those who are willing to pay extra for ecological items.
foster human interaction with nature. Conducting a
randomized controlled experiment for one week, he  Mission Life and Environmental Sustainability
examined the effect of nature-focused activities on The interdependence of ecosystems and communities
individuals' well-being and connection to nature. Based on across many regions implies that choices taken in one
his research, he determined that public policy should geographical location might have extensive consequences on
embrace a "one health" approach to human interaction with remote areas. Climate change and environmental
nature. This strategy would involve promoting community degradation are worldwide problems that go beyond national
engagement in observing and monitoring common boundaries. Shri Narendra Modi, the renowned Prime
biodiversity, while acknowledging the interconnectedness of Minister of India, announced Mission LiFE during the 2021
human and natural health. UN Climate Change Conference (UNFCCC, COP26) to
acknowledge this. The primary goal of this project is to
The research "Citizen science can improve emphasise the significance of individual actions within the
conservation science, natural resource management, and broader context of global climate initiatives. Mission Life,
environmental protection" by McKinley et al. (2017) an abbreviation for "lifestyle for environment," aims to
discusses the ways in which citizen science can assist in encourage individual actions such as idling car engines at
tackling significant conservation concerns. Research traffic lights, conserving water by turning off faucets when
demonstrates that citizen science has the capacity to have not in use, and adopting long-lasting alternatives to
influence on conservation policies and outcomes through disposable plastic bags. The government anticipates that the
two clearly defined mechanisms. One approach entails the implementation of those measures on a national scale could
acquisition of scientific knowledge, similar to traditional substantially reduce waste, water consumption, and
research. Volunteers contribute to the generation of emissions.(NITI Aayog, 2023.)
scientific data that is used by decision-makers, such as
conservation scientists, natural resource and environmental The circular economy aims to replace the current 'use-
administrators, and other relevant individuals. The and-dispose' economy with a more intentional and conscious
alternative route encourages public participation and input in approach to resource utilisation. This shift involves moving
environmental and natural resource policymaking and away from mindless and harmful consumption patterns. The
management. Indirect forms of participation and Mission's objective is to encourage individuals to implement
engagement are also possible; For example, people can straightforward actions in their daily routines that, when
motivate others to participate in activities related to the implemented globally, can make a substantial impact on
preservation of the environment, such as managing natural climate change. (NITI Aayog, 2023.)
resources, discussing policies, and making decisions, by
sharing information within their communities. This unequivocally illustrates that climate change goes
beyond the realm of policy-making, as individuals, families,
In the study "Measuring Actions for Nature— and communities are acknowledging the imperative to make
Development and Validation of a Pro-Nature Conservation" a positive impact on the environment.
by Barbett et.al.,2020, the authors explore strategies for
promoting behaviours that support nature conservation in The Prime Minister highlighted the slogan of Mission
order to protect and improve biodiversity. This necessitates LiFE, in which LiFE represents Lifestyle for Environment.
a more comprehensive understanding and measurement of The Prime Minister emphasised the benefits of Mission
these behaviors through the Pro-Nature Conservation LiFE, emphasising that it leverages the combined skills of
Behavior Scale (ProCoBS). A total of 300 individuals were citizens to protect the planet and educates them on how to
included in the data collection process, and the findings maximise its use. He stressed that Mission LiFE advocates
strongly suggest that the ProCoBS is the essential and highly for a democratic approach to addressing climate change,
valuable instrument for assessing conservation traits. This enabling individuals to contribute based on their capabilities.
will enhance scientific inquiry and exert a significant impact "The Prime Minister stated that he holds the belief that the
on applied efforts in the field of conservation, thereby environment can be safeguarded through modifications in
guaranteeing a viable and enduring future. There is still a our way of life," the Prime Minister expressed. The NITI
need for a cross-cultural evaluation of the scale. Aayog is expected to be operational by 2023.

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Volume 9, Issue 8, August – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24AUG1513

LiFE seeks to leverage the power of social networks to  Environmental degradation and climate change are
affect the societal norms surrounding climate change. having a growing influence on ecosystems and people
Objective The Prime Minister's explanation of LiFE worldwide. Ex- Cloud Brust
focusses on enhancing the principles of the P3 model, which  According to the IPCC (Intergovernmental Panel on
give priority to the welfare of both the planet and its Climate Change) Sixth Assessment Report- human-
inhabitants. This program brings together individuals from caused global warming of 1.1°C is increasingly
around the world who are committed to the environment, impacting nature and people’s lives everywhere despite
promoting a mutual comprehension of their viewpoints. The adaptation efforts to it.
Mission seeks to create a self-sustaining ecosystem that  If no action is taken promptly, it is estimated that
promotes ecologically responsible behaviours in line with between 800 million and 3 billion people may face long-
the fundamental principles of the Planetary Lifestyle. This term water scarcity as a result of droughts caused by a
will be achieved through the P3 community. The Prime 2°C increase in temperature.
Minister noted that in order to shape the future, it is essential  According to the Swiss Re Institute's Climate Economics
to draw upon the knowledge gained from past experiences. Index stress-tests, climate change is the most significant
He remembered that India has a longstanding tradition of long-term threat to the world economy. If no measures
venerating nature for millennia and particularly highlighted are made to address this issue, the global economy might
the importance of elements such as water, earth, land, fire, experience a loss of up to 18% of GDP by 2050.
and water. The Prime Minister invoked the Atharvaveda and  India's economy is especially susceptible to substantial
uttered the words "Mata Bhumiah Putroham Prithivyah," damage in the agriculture and tourist sectors, which
which can be translated as "The earth is our mother, and we collectively contribute approximately 18% and 9%
are her offspring." The NITI Aayog is expected to be respectively to the country's total GDP.
operational by 2023.
 Implementation of the Programme
 Components of Mission LiFE The Mission LiFE initiative will operate for a duration
Some of the important component of Mission Life on of 5 years, focussing on three fundamental changes in our
which the soul of mission LiFE is based are as follows shared approach to sustainability. In the initial year, NITI
Aayog will oversee and support the development of Mission
 Importance of individual efforts: Mission LiFE fosters LiFE. Afterwards, the Ministry of Environment, Forest and
active participation in environmental protection and Climate Change (MoEFCC) will implement it in a manner
conservation, acknowledging the significance of every that is not linear or sequential.
individual's contribution, regardless of its scale, in
preserving the environment at both the individual and  Objective of Programme
community levels.
 Changing Utilization Attitude: The concept advocates  Our goal is to rally a minimum of 1 billion Indians and
for an ecologically aware way of living that emphasises individuals from around the world to actively participate
thoughtful and intentional use, rather than thoughtless in safeguarding and conserving the environment between
and excessive consumption. 2022 and 2027.
 Creating Social Networks: The LiFE Movement seeks  By 2028, a minimum of 80% of villages and urban local
to harness the influence of collective action and bodies in India are targeted to achieve environmental
encourage individuals worldwide to engage in sustainability.
straightforward climate-friendly behaviours in their
everyday lives. The LiFE movement aims to utilise the  Prospective actions for and Potential Benefits of Mission
power of social networks to shape social norms related to LiFE
climate change. The Mission was initiated in the 75th year of India's
 Creating Pro-Planet People: The Mission aims to independence and introduced a catalogue of 75 lifestyle
establish and cultivate a worldwide community of habits that can encourage environmentally-friendly
individuals, referred to as 'Pro-Planet People' (P3), who behaviour. These acts are categorised into 7 groups, as seen
will collectively pledge to embrace and advocate for eco- in the image.
friendly lives.
 Seeks to behavioral change and individual  Specific and Measurable Benefits:-
actions: The Mission aims to establish an ecosystem
within the P3 community that will support and empower  Simple to use by people, teams, and organisations,
environmentally conscious behaviours to become self- requiring little in the way of outside resources.
sustaining. LiFE acknowledges that little individual  not harmful to the economy's current state and, in fact,
actions have the potential to tilt the balance in favour of expected to boost it in the foreseeable future.
the planet. (Climate change negotiations, 2018)  By assisting in altering both individual and group
behaviour, this will have a substantial influence on the
 Need for Mission LiFE environmental and climatic emergencies.
These are some of the factors impacting the need for
Mission LiFE for energy anf environment sustainability:

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Volume 9, Issue 8, August – 2024 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24AUG1513

 Themes of Mission Life activities enumerated for environment conscious

Mission LiFE is based on these 7 major themes( as conservation mechanism with the proper coordination of
shown in figure 1) under these 7 themes there are various human and civil society as shown in table

Fig 1 Themes of Mission Life

Source: (LiFE LiFEStyle for Environment, 2023.)

 Activities Under Different Themes

75 lifestyle practices that can promote climate-friendly behaviour are clubbed into 7 different themes and these are as
follows:

Table 1 Themes and its Component of Mission LiFE

1.Saved Energy
1. Use LED bulbs/ tube-lights
2. Use public transport wherever possible
3. Take the stairs instead of an elevator wherever possible
4. Switch off vehicle engines at red lights and railway crossings
5. Use bicycles for local or short commute
6. Switch off irrigation pumps after use
7. Prefer CNG/ EV vehicle over petrol/ diesel vehicles
8. Use carpooling with friends & colleagues
9. Drive in the correct gear. Keep your foot off the clutch when not changing gears
10. Install a solar water or solar cooker heater on rooftops
11. Switch off appliances from plug points when not in use
12. Use biogas for cooking and electricity needs
13. Keep temperature of Air Conditioners to 24 degrees
14. Prefer pressure cookers over other cookware
15. Keep your electronic devices in energy-saving mode
16. Use smart switches for appliances which are used frequently
17. Install community earthen pots for cooling water
18. Defrost fridge or freezer regularly
19. Run outdoors instead of on a treadmill
2. Water Saved
20. Adopt cultivation of less water intensive crops like millets
21. Participate in recharge of rural water bodies through Amrit Sarovar Scheme

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ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/IJISRT24AUG1513

22. Practice crop diversification. Move from rice & wheat cultivation to pulse & oil seedcropping system.
23. Use efficient water saving technologies (like micro-irrigation, bunding, farm ponds, zerotillage, direct seeded rice,
alternate wetting and drying and others)
24. Create rainwater harvesting infrastructure in home/ schools/ offices
25. Use drip irrigation systems created with waste materials, wherever possible
26. Reuse water from washed vegetables to water plants and other purpose
27. Pre-soak heavy pots and pans before washing them
28. Do not discard unused stored water every time there is fresh water coming in taps
29. Use buckets instead of hose pipes to water plants/ floors/ vehicles
30. Fix leaks in flushes, taps and waterpipes
31. Use water-efficient fixtures for taps, and showerheads, and toilet flush units
32. Invest in a water meter for your house to measure water consumption regularly
33. Reuse water drained out from AC/RO for cleaning utensils, watering plants and others
34. Prefer a water purification system that wastes less water
3.Single Use Plastic Reduced
35. Use cloth bag for shopping instead of plastic bags
36. Carry your own water bottle wherever possible
37. Reuse glass containers/ packaging plastic items as storage boxes
38. Participate in and mobilize participation for clean-up drives of cities and water bodies
39. Prefer using non-plastic eco-friendly cutlery during gatherings and events
40. Turn off running taps when not in active use
41. Use menstrual cups instead of sanitary napkins
42. Use recycled plastic over virgin plastic, wherever possible
43. Use steel/ recyclable plastic lunch boxes and water bottles
44. Cut the packaging bags used for milk, buttermilk, etc. only partially to avoid plastic bitsfrom mixing into biodegradable
waste
45. Opt for bamboo toothbrushes and neem combs
4. Sustainable Food System Adopted
46. Include millets in diets through Anganwadi, Mid-Day meal and PD scheme
47. Compost food waste at home
48. Create kitchen gardens/ terrace gardens at homes/ schools/ offices
49. Prepare organic manure from cow dungs and apply to farms
50. Prefer locally available and seasonal foods
51. Use smaller plates for daily meals to save food wastage
5. Waste Reduced
52. Contribute cattle waste, food waste, and agricultural waste to biogas plant (providedunder GOBARDHAN)
53. Practice segregation of dry and wet waste at homes
54. Use agricultural residue, animal waste for composting, manuring and mulching
55. Recycle and reuse old newspapers, magazines
56. Feed unused and uncooked vegetables leftovers to cattle
57. Set printer default to double-side printing
58. Repair, reuse and recycle old furniture
59. Buy paper products made from recycled paper
60. Donate old clothes and books
61. Do not discard waste in water bodies and in public spaces
62. Do not let pets defecate in the public places
6. Healthy Life Style Adopted
63. Encourage use of millets in food and indigenous herbs and medicinal plants for nutritionand well being
64. Prefer consuming natural or organic products
65. Start biodiversity conservation at community level
66. Plant Medicinal Plant
67. Practice natural or organic farming
68. Plant trees to reduce the impact of pollution
69. Avoid purchasing products/souvenirs made from skin, tuskers and fur of wild animals
70. Create and volunteer at community food and cloth banks, and at animal shelters
71. Initiate and/or join green clubs in your residential area/ school/ office
7. E-Waste Reduced
72. Repair and use electronic devices over discarding the devices

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73. Discard gadgets in nearest e-recycling units

74. Use rechargeable lithium cells
75. Prefer cloud storage over a pen drive / hard drive
Source : (Lifestyle for Environment, Niti Ayoag 2023.)

 Approach of Mission LiFE Campaign:  Strategy for Mission LiFE

The principle of Mission LiFE is founded on three Mission Objective LiFE aims to change our shared
distinct methodologies. perspective on sustainability by pursuing a three-pronged
strategy. The first approach entails promoting the adoption
 Emphasize Individual Behaviors of uncomplicated yet impactful environmentally conscious
Direct attention towards the actions and mindsets of actions in individuals' everyday routines (demand); the
individuals and groups with the aim of converting life into a second approach involves expediting the ability of industries
widespread movement (Jan Andolan). and markets to swiftly adapt to changing demand (supply);
and the third approach involves exerting influence on
 Collaborate on a Global Scale government and industrial policies to foster sustainable
Collect empirical and scalable ideas from the most consumption and production (policy).
brilliant minds in the world by crowd sourcing them through
prestigious universities, think institutes, and international  Change in Demand (Phase I):
organizations. Encouraging individuals globally to adopt
straightforward yet impactful environmentally-friendly
 Capitalize on the Cultural Traditions of the Region behaviours in their everyday lives.
Harness the climate-friendly social norms, beliefs, and
daily domestic behaviours of diverse cultures globally to
drive the campaign forward.

Fig 2 Strategy for Mission LiFE

Source:(Lifestyle for Environment, Niti Ayoag 2023.Pdf)

 Change in Supply (Phase II): and supply dynamics, which will ultimately result in
Markets and industries should be gradually nudged to modifications to significant industry and governmental
adapt supply and procurement to the updated demands as a policies.
result of changes in large-scale individual demand.
 Important Performance Measures and Objectives
 Change in Policy (Phase III): The objectives and performance metrics for Mission
Mission LiFE seeks to promote sustainable production LiFE from 2022 to 2028 are as follows: These goals are just
and consumption by influencing global and Indian demand recommendations and could alter.

Table 2 Key Performance Indicator of Mission Life

Results Framework Matrix
Target Value
Key Performance Indicator Unit Year 1 Year II Year III Year 1V Year V
Number of Pro PlanetPeople Million 150 400 650 900 1000
Number of LiFE Villages Thousand 77 206 335 463 515
Number of LiFE ULBs Hundred 5 15 24 33 37
Number of LiFEDistricts No. 115 306 498 690 766
Source : (Lifestyle for Environment, Niti Ayoag 2023)

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Volume 9, Issue 8, August – 2024 International Journal of Innovative Science and Research Technology
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 How Mission LiFE will be Helpful? contribution to global carbon emissions is less than four
The Mission LiFE programme will be helpful in percent.
following manner:-  Several programs have been implemented to address
climate change, such as the Swachh Bharat Mission,
 Mindless Resource Consumption: GOBAR DHAN Scheme, and the 'Give It Up' Campaign.
The resources of Planet Earth are being rapidly  Reduced individual carbon emissions: Compared to the
depleted by humans, surpassing their capacity and ability to average carbon footprint of four tonnes per person in the
sustain life. According to a new research, two other planets industrialised world, the carbon footprint of an ordinary
must exist alongside Earth by 2050 if consumption Indian is only 1.8 tonnes.
continues at its current rate.  The average carbon footprint per capita in India is 1.8
tonnes per annum, which is much below the global
 Diminished Natural Resources and Beauty: average of 4.5 tonnes.
It implies that we may face severe climate catastrophes  Various worldwide endeavours: India has become a
in the future and that future generations may never witness prominent global leader in suggesting and implementing
the wonders of nature that we have had the good fortune to solutions for global concerns, but not being directly
witness, including rivers, glaciers, oceans, and snow. accountable for them. This has been accomplished
through a range of worldwide endeavours, such as the
 Unsustainable Consumption Pattern: International Solar Alliance, the One Sun One World
The rate at which we are producing and consumIt One Grid program, and the Coalition for Disaster
implies that we may face severe climate catastrophes in the Resilient Infrastructure.
future and that future generations may never witness the  The necessity to establish global coalitions to tackle
wonders of nature that we have had the good fortune to climate change is rooted in the recognition that only
witness, including rivers, glaciers, seas, and snow.It implies united endeavours can protect the planet from the
that we may face severe climate catastrophes in the future growing and more frequent consequences of climate
and that future generations may never witness the wonders change.
of nature that we have had the good fortune to witness,  India's Renewable Energy (RE) capacity is the fourth
including rivers, glaciers, seas, and snow.ing is the most highest globally, enabling it to meet its Intended
significant threat to our existence. There is a lack of Nationally Determined Contribution (INDC) of
consideration for the environment in the global consumption achieving 40% of its electric capacity from non-fossil-
pattern, which is also senseless. fuel sources. This target has been accomplished nine
years ahead of the 2030 deadline.
 Mission-Driven Attitude Modification LiFE:
In order to stop the excessive depletion of our limited  Mindful Utilization of Resources:
resources and the possible collapse of the world due to the Mission LiFE, which is led by India, seeks to redirect
ongoing accumulation of garbage, it is imperative that we the global community from a "mindless and destructive"
adopt a new attitude based on the concepts of reducing, consumerist approach to a "mindful and deliberate
reusing, and recycling. utilisation" of resources by imparting knowledge from its
religious and cultural ethos. Additionally, it is an endeavour
The Mission LiFE philosophy shows how this is to avert India from proceeding in that direction.
possible with little efforts that have a big impact. It serves as
an example of how small efforts may have a significant  Shift towards Sustainable Policies:
impact. It firmly believes that every person has the ability to India is currently in the process of implementing a
change the world. It is the catchphrase for the movement to circular economy and is moving towards a state where all of
right the cultural and historical wrongs done to the its energy requirements are met exclusively by renewable
environment. Mission LiFE is a call to action for citizens energy sources. Our policies aim to foster sustainable
and governments to safeguard the environment. development, ensuring that marginalised groups are not
neglected in the pursuit of progress, while also taking into
 What are India’s efforts for LiFE ? account the preservation of nature.
The United Nations Environment Programme (UNEP)
estimates that if one in eight billion people adopt By installing water-efficient fixtures such as faucets
ecologically friendly habits in their daily lives, global and showers, water consumption can be reduced by 30-40%.
carbon emissions might drop by as much as 20%. Here are a
few of India's Mission LiFE initiatives:  Mission Life and Environmental and Energy
Sustainability
 India's culture promotes environmental sustainability by Mission life can definitely be a road towards
emphasising the importance of limiting demands and environmental sustainability in India. It promotes a
showing profound respect for the environment and its sustainable and responsible way of living, emphasizing on
resources. This cultural principle has resulted in reducing one's carbon footprint and adopting eco-friendly
significant positive consequences. India represents 17 practices. By adopting this lifestyle, individuals can
percent of the world's population, however our contribute towards mitigating climate change and reducing

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their impact on the environment. In India, where available, posing challenges for persons seeking to
environmental sustainability is a growing concern due to embrace sustainable practices.
factors like population growth, urbanization,  Economic barriers: Adopting sustainable practices
industrialization, and agricultural practices, adopting a might be challenging for persons with lower means due
mission life can play a significant role in preserving natural to the higher cost of eco-friendly items and services
resources and reducing pollution. compared to their traditional alternatives.
 Cultural and social barriers: Cultural and social norms
 Some ways in which Mission life can Promote can also be a barrier to the adoption of eco-friendly
Environmental Sustainability in India Include: practices. For example, in some parts of India, meat
consumption is an important part of the local culture,
 Conserving resources: Mission life emphasizes on making it challenging for individuals to reduce their
reducing consumption and conserving natural resources meat consumption.
like water, energy, and materials. By adopting practices  Lack of government support: While there are some
like rainwater harvesting, using renewable energy government initiatives aimed at promoting
sources, and reducing waste generation, individuals can environmental sustainability in India, there may be a lack
contribute to resource conservation. of adequate support and funding for such initiatives. This
 Promoting eco-friendly practices: Mission life could make it challenging for individuals to adopt
promotes the use of eco-friendly products and practices sustainable practices and for mission life to have a broad
like composting, organic farming, and using public impact.
transport, which can help in reducing pollution levels
and protecting the environment. While mission life has the potential to promote
 Encouraging sustainable living: By adopting environmental sustainability in India, there are several
sustainable living practices like consuming locally factors that could limit its effectiveness. Addressing these
produced food, reducing meat consumption, and using barriers will be critical to ensure that mission life can make
reusable products, individuals can reduce their carbon a meaningful contribution to environmental sustainability in
footprint and contribute towards building a sustainable India.
future.
 Raising awareness: By promoting the mission life III. CONCLUSION
concept and raising awareness about environmental
issues, individuals can encourage others to adopt eco- The contemporary era of sustainable development has
friendly practices, which can lead to a broader impact on additionally engendered interest in environmental issues,
the environment. including but not limited to corporate social responsibility
and green marketing. The acknowledgement of
Overall, Mission Life can be an effective way to environmentally conscious behaviour (ECCB) as a major
promote environmental sustainability in India by factor influencing consumer behaviour has increased
encouraging individuals to adopt responsible and eco- recently on a global scale (Akehurst et al., 2012). In order to
friendly practices, and raising awareness. The campaign is safeguard the environment, the earth, and one another from
using a "whole of government" and "whole of society" climate-related disasters and extreme weather tragedies, the
approach to mobilize central ministries, state governments, battle against climate change requires more than just
institutions, and private organizations to spread the message. policymaking. Individuals must also support the cause
within their families and the larger community. Through
 But there are some Bottlenecks in their role in Attaining Mission living, sustainability incorporates into modern
Environmental and Energy Sustainability living all forms of environmental protection that our
Although mission life has the capacity to have a forefathers practiced and embraces them (Awad, 2011). As a
beneficial influence on the environment, there are certain result, consumers' pro-environmental knowledge, attitudes,
obstacles that may impede its efficacy. There are several and behaviours have evolved favourably, giving rise to a
factors that may hinder the effectiveness of mission life to form of consumption known as "green consumerism"
promote environmental sustainability in India: (Moisander, 2007). Mission LiFE will facilitate the
democratic integration of the power of the people with
 Lack of awareness: Many people in India may not be global efforts to combat climate change. It will motivate
aware of the concept of mission life and its benefits. individuals to align their lifestyles with the resources at their
Without adequate awareness and education, individuals disposal and to contribute to the preservation of the planet.:
may not understand how their actions can impact the
environment and may not be motivated to adopt eco-  'Lifestyle of the planet, for the planet, and by the planet'
friendly practices. is the foundation of the P3 model, also known as the Pro
 Limited access to resources: Adopting eco-friendly Planet People model, which attempts to instill a stronger
practices often requires access to resources such as sense of environmental consciousness.
renewable energy, composting facilities, and public
transportation. Access to these resources in certain
regions of India may be constrained or not readily

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Volume 9, Issue 8, August – 2024 International Journal of Innovative Science and Research Technology
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 Substituting the prevailing 'use-and-dispose' economy [10]. Raymond, C.M., Singh, G.G., Benessaiah, K.,
(characterised by thoughtless and harmful consumerism) Bernhardt, J.R., Levine, J., Nelson, H., et al., 2013.
with a 'circular economy' (marked by conscious and Ecosystem services and beyond: using multiple
intentional utilisation). metaphors to understand human-environment
 Harness the power of social networks to shape social relationships. Bioscience 63 (7), 536–546.
standards, thereby making a direct and indirect impact on [11]. Muduli, K., Govindan, K., Barve, A., Kannan, D.,
nearly all the Sustainable Development Goals (SDGs), Geng, Y., 2013. Role of behavioural factors in green
with a particular emphasis on SDG 11 (Sustainable supply chain management implementation in Indian
Cities and Communities), SDG 12 (Responsible mining industries. Resour. Conserv. Recycl. 76, 50–
Consumption and Production), SDG 13 (Climate 60.
Action), SDG 14 (Life Below Water), and SDG 15 (Life [12]. Carson, R., 1962. Silent Spring. Houghton Mifflin
on Land). company, Boston. UN, 1992. Agenda 21. Rio de
Janeiro, Brazil.
The 27th Conference of Parties (CoP) in Egypt offers a [13]. UNEP, 1972. Sweden: StockholmDeclaration of the
significant political opportunity to accelerate action and United Nations Conferenc on the Human
establish trust across all of the objectives of the Paris Environment1972. Declaration of the United Nations
Agreement. India's substantial economy and susceptibility to Conference on the Human Environment.
climate consequences position it as an ideal contender for a [14]. Fischer, F., Hajer, M.A., 1999. Living with nature:
pivotal bridging role. India, in its role as the G20 environmental politics as cultural discourse. Am.
Presidency, has the opportunity to actively contribute to the Political Sci. Assoc. 94 (3), 706–707.
establishment of a new era of sustainability that is in [15]. Bill, H., Mary, M., Geoff, O., 2010. Sustainable
complete harmony with its abundant history, culture, and development: mapping different approaches. Sustain.
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[16]. Barbett, L., Stupple, E. J., Sweet, M., Schofield, M.
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