India, Aug. 26 -- 84% of Indians prefer sustainable products, but an 'intent-action gap' remains
Mumbai : Bharatiya Vidya Bhavan's S.P. Jain Institute of Management & Research (SPJIMR) WISE Tech Centre has released a white paper titled 'From Intent to Action: Steering Sustainable Consumption Choices', revealing a striking disconnect between Indian consumers' stated preferences and their actual purchasing behaviour.
The research finds that while 84% of urban consumers express a preference for sustainable products, only 27% consistently act on this intent by purchasing them. This 'intent-action gap' points to critical challenges that must be addressed if India is to transition towards sustainable consumption at scale.
Drawing insights from...