Indian parents willing to invest more in eco-friendly products: Study – Times of India

Indian parents have shown a strong preference for engaging in sustainability initiatives. According to an HP global survey, Indian parents are willing to invest more in eco-friendly products. The study also offers key insights into parents’ concerns about climate change. This study found that the climate crisis has sparked a paradigm shift in the mindset of Indian parents placing decisions on purchasing behaviour, career choices and long-term family planning.
“We are witnessing a remarkable transformation in the mindset of Indian parents when it comes to climate change. The fact that parents express such deep concern is a powerful testament to the growing awareness and urgency surrounding this global issue. It is truly heartening to observe a significant shift in consumer behaviour, with an overwhelming majority of parents actively prioritising sustainability,” said Gurpreet Singh Brar, Vice President, HP India market.
How was this survey conducted
HP commissioned global research firm Morning Consult to conduct independent research on this topic. It was conducted between May 18-26 among a sample of 5,007 adults in the US, UK, India, Mexico and Singapore. The company claims that the results from the full survey have a margin of error of plus or minus 3% points.
Why Indian parents are opting for eco-friendly products
As per the study, Indian parents have exhibited a strong inclination towards sustainability. They have been actively engaging in eco-friendly practices and expressing a willingness to pay extra for environmentally conscious products.
The survey claims that 80% of Indian parents do not mind paying more for items that are environmentally friendly. Indian parents are actively seeking out businesses with sustainable practices (84%) and prioritising purchasing sustainably sourced items (85%). This inclination may stem from the environmental challenges and pollution associated with population growth and urbanisation, the report concludes.

Indian parents have also reportedly placed a higher priority on rising temperatures and cost as climate change concerns. Mothers (19%) have expressed heightened worry over the impact of having children compared to fathers (8%). This prevailing apprehension has significantly influenced the perspectives of both mothers (63%) and fathers (56%), as well as the younger generation. Notably, 66% of Gen Z and 60% of millennials feel that their concerns around climate change are making them rethink their plans for expanding their households.
61% of Indian parents consider companies’ environmental practices as a crucial factor in their career choices, recognising the importance of aligning their professional lives with their values. 66% of mothers and more than half of fathers (58%) in India have reconsidered the company they work for or changed companies due to commitment to sustainability initiatives. This trend reflects a potential growing awareness among parents in India of the critical role that companies play in driving positive change.