
Transforming Intent into Action: The Pathway to Sustainable Consumption in India
In an era defined by increasing environmental awareness, the S.P. Jain Institute of Management and Research (SPJIMR) has brought to light a pressing issue regarding consumer habits in India. Their latest white paper, titled 'From Intent to Action: Steering Sustainable Consumption Choices', reveals a striking paradox: while 84% of urban Indians express a preference for sustainable products, only 27% follow through with their purchases. This 'intent-action gap' highlights significant barriers to mainstream sustainable consumption.
Understanding the Intent-Action Gap
The disconnect between intentions and actions among Indian consumers stems from various factors such as price sensitivity, limited product availability, and skepticism regarding corporate sustainability claims. Despite these challenges, many consumers are willing to pay more for sustainable options—up to 25% more—especially in sectors like personal care and consumer electronics, suggesting a potential market for sustainably produced goods. This willingness indicates a growing awareness of health and environmental benefits, positioning sustainability not just as a trend, but as a valuable consideration for consumer choices moving forward.
Corporate Responsibility and Consumer Influence
As the research emphasizes, the demand for sustainable products is intertwined with corporate responsibility. A notable finding indicates that 79% of respondents evaluate an employer's sustainability practices before applying for jobs. This reflection of consumer values tells businesses that sustainability is not merely a promotional gimmick but a vital aspect of corporate identity that can affect recruitment and retention of talent.
Charting a Sustainable Future Together
The conclusion of the SPJIMR white paper underlines the necessity for collaborative effort among stakeholders—from businesses to policymakers—to address the barriers hindering sustainable choices. Varun Nagaraj, Dean of SPJIMR, advocates for a proactive approach that dismantles obstacles to sustainable living, emphasizing how fundamental it is for businesses to build an ecosystem where sustainability is both accessible and aspirational.
At a recent CXO Roundtable during the Technology and Societal Impact Conference (TaSIC) 2025, industry leaders convened to further discuss these findings and strategize on implementing change. The concerted dialogue among these stakeholders is imperative to cultivate an environment that promotes sustainable practices among consumers and businesses alike.
Get Involved in the Sustainable Dialogue
For those who are interested in becoming part of the ongoing conversation about sustainable business in India, TaSIC 2026 is set to further explore these crucial topics. Register today to join thought leaders and innovators in shaping a brighter, more sustainable future.
Write A Comment