A recent white paper released by Bharatiya Vidya Bhavan’s S.P. Jain Institute of Management & Research (SPJIMR) WISE Tech Centre has highlighted a significant “intent-action gap” among Indian consumers when it comes to sustainable products. The study found that while 84% of urban consumers in India prefer sustainable products, only 27% consistently purchase them. This disparity is attributed to factors such as price sensitivity, limited availability, and a lack of trust in corporate sustainability claims.
Despite these barriers, the research revealed that consumers are willing to pay a premium of up to 25% for sustainable products, particularly in categories like personal care, electronics, and consumer goods, if they are linked to clear health and environmental benefits. Additionally, sustainability is becoming an increasingly important factor in workplace choices, with 79% of respondents considering an employer’s sustainability credentials before applying for a job.
The study’s findings emphasize the need for a collaborative effort to make sustainable choices mainstream. Varun Nagaraj, Dean of SPJIMR, noted that dismantling the barriers of cost and convenience is crucial to making sustainability accessible and aspirational. Manoj Mohan, Executive Director of SPJIMR WISE Tech, added that the white paper provides a data-driven rationale for the organization’s mission to support ventures that generate a net positive societal impact.
The white paper concludes with strategic recommendations for business leaders and policymakers, highlighting the importance of a multi-stakeholder approach to promoting sustainable consumption. The full report is available, and the insights will be further discussed at the upcoming TaSIC 2026 conference, which will convene thought leaders, policymakers, and innovators to shape the future of sustainable business in India.
SPJIMR is a leading postgraduate management institute recognized for its innovative and socially conscious approach to management education, research, and community engagement. The organization aims to influence managerial practice and promote value-based growth, and its research and initiatives, such as the WISE Tech Centre, are dedicated to addressing critical challenges like sustainable consumption.