The study reveals that sustainability is gaining undeniable traction, but brands must keep it affordable, accessible and authentic to win trust
Highlighting that while sustainability is now top-of-mind for urban shoppers, a study has revealed that nearly 58 per cent will pay only a marginal premium for green products. The findings of the study by Great Lakes Institute of Management, Gurgaon stated that India’s new conscious-but-cautious consumer is demanding sustainable choices without the green premium.
The study highlighted that sustainability is gaining undeniable traction, but brands must keep it affordable, accessible and authentic to win trust. It added that consumers prefer sustainable options but expect brands to remove the ‘green premium’ that often blocks adoption.
“Consumers show a clear inclination toward eco-friendly and socially responsible brands, with 46 per cent often choosing them. This suggests rising awareness and occasional engagement for most shoppers, highlighting strong potential for brands that make sustainable choices more visible and trustworthy,” the study showed.
The study added that fast-moving consumer goods (FMCG) is the top category where sustainability matters, chosen by nearly four in ten respondents. This reflects day-to-day decision-making around food, personal care, and household items where eco-consciousness is easiest to apply, it added.
Brands that respond with credible, accessible solutions stand to build long-term trust, loyalty, and differentiation in a cluttered marketplace, the study showed. Consumers most strongly consider sustainability in categories that are frequently purchased, used close to the body or highly visible in daily life.
