According to a survey by Rakuten Insight on sustainable consumption in India conducted in December 2023, a majority of consumers across all age groups stated that they were willing to pay more for products that are sustainably produced or environmentally friendly. In comparison, 25 percent of respondents between the age of 45 to 54 years were not willing to pay more for sustainably produced products.
Consumer readiness to pay for sustainable or environmentally friendly products in India as of December 2023, by age
Survey question:
Would you be willing to pay more for products that are sustainably-produced/packaged and environmentally-friendly?
The survey was conducted among
12,373 respondents aged 16 to 24 years old,
10,209 respondents aged 25 to 34 years old,
4,733 respondents aged 35 to 44 years old,
1,666 respondents aged 45 to 54 years old,
917 respondents aged 55 years and above.
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Rakuten Insight. (January 31, 2024). Consumer readiness to pay for sustainable or environmentally friendly products in India as of December 2023, by age [Graph]. In Statista. Retrieved January 05, 2025, from https://www.statista.com/statistics/1320631/india-consumer-readiness-to-pay-for-sustainable-products-by-age/
Rakuten Insight. "Consumer readiness to pay for sustainable or environmentally friendly products in India as of December 2023, by age." Chart. January 31, 2024. Statista. Accessed January 05, 2025. https://www.statista.com/statistics/1320631/india-consumer-readiness-to-pay-for-sustainable-products-by-age/
Rakuten Insight. (2024). Consumer readiness to pay for sustainable or environmentally friendly products in India as of December 2023, by age. Statista. Statista Inc.. Accessed: January 05, 2025. https://www.statista.com/statistics/1320631/india-consumer-readiness-to-pay-for-sustainable-products-by-age/
Rakuten Insight. "Consumer Readiness to Pay for Sustainable or Environmentally Friendly Products in India as of December 2023, by Age." Statista, Statista Inc., 31 Jan 2024, https://www.statista.com/statistics/1320631/india-consumer-readiness-to-pay-for-sustainable-products-by-age/
Rakuten Insight, Consumer readiness to pay for sustainable or environmentally friendly products in India as of December 2023, by age Statista, https://www.statista.com/statistics/1320631/india-consumer-readiness-to-pay-for-sustainable-products-by-age/ (last visited January 05, 2025)
Consumer readiness to pay for sustainable or environmentally friendly products in India as of December 2023, by age [Graph], Rakuten Insight, January 31, 2024. [Online]. Available: https://www.statista.com/statistics/1320631/india-consumer-readiness-to-pay-for-sustainable-products-by-age/
