“Indian Consumers Want to Be Sustainable But Only If Brands Make It Easy, Affordable, and Honest”, Finds Great Lakes’ New Study

 “Indian Consumers Want to Be Sustainable But Only If Brands Make It Easy, Affordable, and Honest”, Finds Great Lakes’ New Study

• 58% consumers willing to pay up to 10% more for a sustainable choice
• Consumers show a clear inclination toward eco-friendly and socially responsible brands, with 46% often choosing them

Gurgaon, December 2025: A new study by Great Lakes Institute of Management, Gurgaon reveals that while sustainability is now top-of-mind for urban shoppers, nearly 58% will pay only a marginal premium for green products. The findings, unveiled at the institute’s Winter Conference on Sustainable Business 2025 signal a major shift: India’s new “conscious-but-cautious” consumer is demanding sustainable choices without the green premium.

The study, based on inputs from 100+ respondents, highlights that sustainability is gaining undeniable traction — but brands must keep it affordable, accessible and authentic to win trust.

The study sheds light on the new “conscious-but-practical” Indian shopper who values the environment but expects brands to meet them halfway — a profile that defines The New Indian Consumer: Conscious, Curious & Cautious.

1. Indians care about sustainability, but price tags still drive decisions, with nearly 58% willing to pay only up to 10% more for a greener choice.

This signals a shift: consumers prefer sustainable options but expect brands to remove the “green premium” that often blocks adoption. At the same time, the data shows that sustainability remains a meaningful differentiator. Consumers do reward brands that are transparent, authentic, and affordable in their approach.

2. Preference for Sustainable Brands: Conscious Choice, Even if Not Constant

Consumers show a clear inclination toward eco-friendly and socially responsible brands, with 46% 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.

3. Sustainability resonates most in everyday life, FMCG products make up almost 39% of purchases where consumers actively consider environmental impact.

FMCG is the top category where sustainability matters, chosen by nearly 4 in 10 respondents. This reflects day-to-day decision-making around food, personal care, and household items where eco-consciousness is easiest to apply. Consumers most strongly consider sustainability in categories that are frequently purchased, used close to the body, or highly visible in daily life.

4. Trust is the new currency and nearly half of consumers validate sustainability claims through brand disclosures and reports, not ads.

In an era of greenwashing, consumers are demanding proof. Authenticity now beats marketing.

5. Environmental care is personal with over 90% saying it is important to care for the environment and conserve natural resources.

Environmental protection is the strongest expectation of a sustainable brand — nearly two-thirds align sustainability with conserving natural resources and minimising harm.

6. Sustainable habits are rising, but behaviour gaps remain — reusable bags are common, but practices like composting see limited uptake.

Consumers want to do the right thing; they just need simpler, everyday pathways to get there.

Speaking on the findings, Dr. Sanghamitra Bhattacharya, Director, Centre for Sustainable Development, said: “This report helps us understand the evolving mindset of the Indian consumer—from awareness to expectation to action. As sustainability becomes central to business strategy, consumer perception is a critical lens for companies shaping future-ready models. In this backdrop, the SCORE (Sustainability Content Occurrence and Relevance Evaluation) Index, a first-of-its-kind sustainability index, developed indigenously by us in partnership with India Data Hub, and launched during the previous year’s Winter Conference, assumes greater significance, where the business media can take on a larger responsibility of educating readers and citizens on sustainability related issues through their content”.

Dr. Jones Mathew, Principal & Head of the Institute, added: “This study provides a roadmap for businesses. Transparency, cost sensitivity, and everyday relevance must guide sustainable innovation.”

The data comes at a time when sustainability is gaining policy focus, and Indian consumers especially the urban, digital-first generation are increasingly vocal about responsible business practices. Brands that respond with credible, accessible solutions stand to build long-term trust, loyalty, and differentiation in a cluttered marketplace.

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About Great Lakes Institute of Management, Gurgaon

Great Lakes Gurgaon is one of India’s leading management institutions, known for its industry-linked pedagogy, data-driven research, and thought leadership in sustainability, analytics, digital transformation, and business innovation. Its annual Winter Conference is the institute’s flagship forum bringing together academia, policymakers, and industry experts to advance the sustainability agenda.

The institute previously launched the SCORE Index, a first-of-its-kind sustainability content tracker, in partnership with India Data Hub.