This article focuses on a social intervention effort that has been going on for about 15 years to free a group of people who have been under debt bondage in rural India. They have worked as members of self-help groups (SHGs) and now are members of a producers’ company devoted to the cause of organic farming. The article investigates the role that is played by greed, altruism and social capital in sustainability perceptions of such villagers who only recently got exposed to the ways of an aspirational society. We found that greed and altruism played very little part in predicting sustainability perceptions, but social capital was a major predictor. While bonding social capital enhanced sustainability perception, bridging social capital reduced it. The results are understood in the overall social context of the Indian rural society and the social processes that unfolded during this intervention.

中文翻译：

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走向可持续社会的社会心理途径

本文重点关注一项社会干预工作，这项工作已经进行了约15年，以释放印度农村地区受到债务束缚的一群人。他们曾经是自助小组（SHG）的成员，现在是致力于有机农业事业的生产商公司的成员。本文研究了贪婪，利他主义和社会资本在这种直到最近才接触到理想社会的村民的可持续发展观念中所起的作用。我们发现，贪婪和利他主义在预测可持续性观念方面几乎没有作用，但是社会资本是主要的预测因子。绑定社会资本可以增强对可持续性的感知，而桥接社会资本则可以减少可持续性感知。