The earth is clear: Consumers in India want products that they deem to be good for them and the earth Consumers in India are concerned about the state of the environment. These levels of concern will have been brought about by first-hand exposure to damage done to air, water, and land by industrialization in the country over the last couple of decades. As a result of this, consumers are conscious that damage done to the environment is irreversible – something that will impact the quality of life for current and future generations. Often consumers feel that the issues of health and sustainability are interlinked, another reason why worry about the environment is so high. Historically, protecting the environment has been deemed the responsibility of big businesses and the government. However, in recent years, consumers are taking a more collective approach to the issue and are changing their diets and lifestyles in order to act in a more sustainable manner. As a result, ethical and environmental claims will be more influential on purchasing and consumption habits than ever before.
I believe that ethical and environmentally friendly groceries tend to be more natural (2020) 49%
18%
15%
12%
6%
Strongly disagree
Disagree
Not sure
Agree
Strongly agree
I actively look for non-GMO products (2020 49%
13%
18%
15%
5%
Strongly disagree
Disagree
Not sure
Agree
Strongly agree
37%
of Indian consumers believe environmental certifications make a product healthy (2020)
Regional consumer trend updates: India | 11
