ANNOUNCEMENTS
Sustainable consumerism is defined as purchasing behavior that prioritizes the well-being of the environment and society while meeting present needs for future generations. This dissertation investigates sustainable consumerism in India, aiming to clarify its meaning, examine why (or why not) Indian consumers adopt sustainable practices, and identify the main challenges and opportunities in this context. The rationale for the study is grounded in India’s rapid economic growth and environmental pressures: aligning consumption patterns with sustainability goals (e.g., UN SDG 12) is critical for long-term development. The research objectives are to survey current consumer attitudes toward sustainability, analyze factors influencing green purchases, and draw policy and business implications from both existing literature and newly collected survey data.
The study’s key findings combine insights from secondary sources and primary survey results. For example, industry surveys show that a majority of Indian consumers express concern for sustainability: A 2023 NielsenIQ study found found that 52–60% of respondents are willing to pay a premium for eco-friendly products. Another survey noted that 69% of Indian consumers would pay more for sustainably produced goods, even though only about 5% of packaged products on the market meet strict sustainability criteria (BCG, 2023). The consumer survey conducted during this study mirrors this pattern: most participants recognized the importance of sustainability, but many admitted they seldom act on it due to cost sensitivity and uncertainty about green claims. Observing these findings, we can confirm a persistent “attitude–action” gap.
The research identifies major barriers and opportunities in India. High price points of green products, limited availability of truly sustainable alternatives, and lack of clear eco-labeling emerge as key obstacles for Indian consumers. In contrast, opportunities include a young, digital-savvy consumer base, increasing health and environmental awareness, and supportive trends (for instance, India now mandates climate-disclosure reporting for major companies). The implications are far-reaching: policymakers should enhance consumer education, incentivize sustainable production (e.g., through subsidies or standards), and enforce transparency on product attributes. Businesses can capitalize on the latent demand by developing affordable “green” offerings and trustworthy eco-labels. Consumers themselves benefit by being informed and advocating for sustainable options.
Keywords: sustainable consumerism; consumer behavior; barriers; opportunities; India.
