As sustainability becomes a key expectation rather than an added feature, India’s urban hoppers are redefining what responsible consumption looks like. This study by Great Lakes Institute of Management, Gurgaon explores how modern consumers think about sustainability, what influences their purchase decisions, and the behaviours they practice in daily life. The findings offer businesses a deeper understanding of the conscious-but-practical Indian consumer who values environmental responsibility but expects brands to make sustainable choices affordable, accessible, and transparent. For this report, we surveyed over 100 urban consumers using a self-administered questionnaire designed to understand how they think about sustainability, what influences their purchase decisions, and the habits they practice in daily life. The key insights are as follows:
The results highlight a significant shift in consumer mindset. While intent toward sustainable living is strong, everyday adoption depends on convenience, affordability, and clear information from brands. Consumers are optimistic about making environmentally responsible choices, but they expect companies to support this journey through transparent communication and practical solutions. As sustainability continues to shape purchasing behaviour, brands that simplify green choices and demonstrate genuine impact will earn greater trust, loyalty, and long-term relevance.
