Cleanliness is a natural and human choice, universally. Given a choice and the power to decide, people always prefer CLEAN and good environment. No illiterate or poor person will ever prefer a dirty piece of cloth over a clean piece while purchasing it by paying the same amount.
But when offered a lower price for the dirty cloth, he/she can purchase it for saving his /her hard earned money. The choice for the dirty cloth, in the second situation, is reflecting the development deficit and not a cultural deficit.
The deficits need to be removed by the elites and the urbanites first because they structure the development goals. Often, we talk about 'corporate social responsibility'. We also talk about government's responsibility. We seldom talk about 'individual's social responsibility' or 'intellectual's social responsibility'. Let's consider it our individual responsibility to make our home, our city and our country clean.