Indian Parents Embrace Sustainability: Willing To Pay More For Eco-Friendly Products, Survey Reveals

A recent global survey conducted by Hewlett Packard (HP) reveals that a staggering 98 per cent of Indian parents are deeply worried about climate change. Further, 84 per cent of them prefer purchasing products from companies that follow sustainable practices. The study further showcased that 61 per cent of Indian parents have, at some point, reconsidered their association with a particular company due to its stance on environmental and social concerns. This indicates a substantial shift in their perspective, influenced by the pressing climate crisis and affects their purchasing decisions, career choices and long-term family planning. In fact, 80 per cent of Indian parents are willing to pay more for environmentally friendly items.

Additionally, 85 per cent of Indian parents prioritise purchasing items that are sustainably sourced. This inclination towards sustainability can be attributed to the environmental challenges, and pollution associated with population growth and urbanisation.

When it comes to concerns related to climate change, Indian parents are most concerned about rising temperatures and associated costs. Interestingly, 19 per cent mothers express greater anxiety regarding the implications of having children, compared to eight per cent fathers.

The survey findings also shed light on the fact that a substantial number of Generation Z (66 per cent) and millennials (60 per cent) feel compelled to reconsider their plans for expanding their households due to their growing concerns about climate change.