A majority of Indian consumers are familiar with green products, have confidence that green products are better for the environment, and feel that biobased ingredients enhance the desirability of a product, according to a survey by DuPont and TNS Global.
The research took place in 12 major Indian cities with 1,270 respondents giving face-to-face interviews.
In the survey, more than 63 percent said they are familiar with green products and of those, 85 percent said they have confidence they are better for the environment. They also believe biobased ingredients not only make a product green, but provide better performance.
The study also showed India’s confidence in green products to be 85 percent. Similar, previous studies by DuPont showed confidence in green products by China to be 70 percent, and to be 65 percent by Canada. Confidence in green products by the US was 60 percent.
However, in overall familiarity with green products, Canada ranks at 78 percent, the US at 76 percent, India at 63 percent and China at 43 percent.
Awareness of green products is high across India, with consumers below the age of 30 showing the highest level of familiarity, at 69 percent, followed by those over age 51 at 60 percent, and those between the ages of 31-50 at 58 percent.
Green and biobased solutions are an expectation of the younger generation and rising middle class, according to Vikram Prabhu of DuPont. Nearly 50 percent of India’s current population is below the age of 25.
Currently, more than 67 percent of consumers in India are likely to purchase apparel, personal care, hygiene and household products made from biobased ingredients that offer environmental benefits.
Youth in India are not the only ones looking to buy green. According to a Harris Interactive survey in 2012, 31 percent of US 18- to 24-year-olds said they took environmental issues into consideration when making purchases.
In addition, a study by Forum for the Future earlier this year indicated that about 70 percent of US consumers would consider switching brands if companies could demonstrate better environmental credentials.
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