Indians prioritize spending on sustainable products and contributing to local businesses

  • 87% of Indian adults surveyed always or often buy sustainable products
  • 97% of Indian respondents are interested in spending money on items that will positively impact local businesses and communities
  • 98% want to spend money on items that will help build low-carbon communities around the world

New Delhi: Indians want to leave an impact on the planet by prioritizing spending on sustainable products and contributing to local businesses, according to the American Express Trendex report. 87% of Indian respondents always or often buy sustainable products and 97% want to spend money on items that will have a positive impact on local businesses and communities, which is the highest among all other countries surveyed.

The survey further reveals that 98% of Indian respondents want to spend money on items that will help build low-carbon communities around the world. 97% think all products should be eco-friendly, while 96% think about the impact on the planet when making purchasing decisions.

Encouragingly, 92% of Indian adults surveyed are willing to pay extra for sustainable products with growing awareness of the benefits of sustainable products. For 43% of Indian adults surveyed, increased product availability and better understanding of product benefits are key motivators for purchasing sustainable products in the future, while for 37% it is a better price .

Manoj Adlakha, Senior Vice President and CEO of American Express Banking Corp India, said, “Indian customers are making conscious decisions and changing their buying habits by prioritizing spending on sustainable products, thereby contributing to local businesses. and leaving a positive impact on the planet. Ever since the pandemic hit the world, creating an irreversible impact on millions of people around the world, people are increasingly aware of the purchases they make and the impact it will create for generations to come.

Key ideas:

Giving back to the environment – 98% of Indians surveyed want companies to make it easier for them to reduce their carbon footprint, while 97% of Indians surveyed will be more loyal to a company/brand that works to address environmental issues.
Prefer sustainable products – 92% of Indian adults surveyed are willing to pay more for sustainable and 94% of those Indian adults who would pay extra say they would pay at least 10% more for sustainable products, while 29% are willing to pay 50% more for sustainable products and 23% of them are even above 50%. In terms of categories, 96% of Indians surveyed, one of their goals in 2022 is to make more sustainable choices when buying clothes, tech products, eating and traveling and 86% of them have already started shopping at second-hand or consignment retailers rather than buying new items to reduce environmental impact. When deciding where to dine, more than half (55%) of Indians surveyed consider the number of plant-based options available in a restaurant.

Endorse sustainable products- About 97% of Indians surveyed would like to buy more from a company that takes action to reduce the impacts of climate change and are more likely to trust brands that work to address environmental issues.
Awareness of sustainability issues – Indian adults surveyed have been more focused on a variety of sustainability topics in the past year, air pollution (96%) and recycling, renewable energy and action for the climate (95%) which aroused the most interest.

GenZ/Millennials more sustainability conscious – 57% of GenZ/Millennials surveyed are more likely to plan to buy sustainable products this year to help reduce their environmental impact. 72% of GenZ Indians/millennials surveyed are more likely to talk to their children about environmental issues.



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Rozella J. Cook