Bengaluru — Eco-friendly products, from biodegradable cleaners to plant-based packaging, are becoming increasingly visible in India’s marketplaces. Yet, despite growing environmental awareness, consumers still overwhelmingly prefer conventional goods. A recent study by Christ University sheds light on why: price sensitivity, skepticism about “green” claims, limited accessibility, and brand loyalty are the main barriers preventing sustainable products from going mainstream.
The survey of 90 students and teachers aged 18–24 revealed that while awareness of eco-brands like Beco, Mamaearth, and The Better Home is high, consistent usage is rare. Price remains the strongest deterrent. Nearly 78% of respondents said affordability drives their choices, echoing global trends reported by Nielsen (2015), which found that although 66% of consumers claimed they would pay more for sustainable goods, only 26% actually did. Beyond price, trust plays a role. About 39% of respondents doubted the authenticity of eco-labels, fearing companies were exaggerating or misrepresenting their green credentials — a concern supported by TerraChoice (2010), which identified widespread “sins of greenwashing.” Quality concerns also persist, with 47% unsure whether eco-products are as effective as chemical-based alternatives (Pickett-Baker & Ozaki, 2008). Accessibility compounds the problem: 62% said eco-products were hard to find in regular supermarkets, often limited to specialty stores or online platforms.
Yet the research also points to conditional optimism. If eco-friendly products were priced the same and performed equally well, 71% of participants said they would make the switch. Moreover, 76% supported government interventions, such as GST cuts or subsidies, to make green choices affordable. The role of brand loyalty was also significant, with more than half of respondents sticking to familiar mainstream brands rather than experimenting with alternatives. This aligns with behavioral studies suggesting habit and social norms strongly influence consumer choices (Gifford, 2011).
Ultimately, the Christ University study highlights a stubborn “intention–behavior gap” — consumers may express concern for the environment but still fall back on cost, convenience, and habit when making purchases. Researchers argue that bridging this gap will require systemic action. They recommend stronger government policies to reward authentic sustainability and penalize misleading claims, broader retail availability for eco-products, consumer education campaigns to highlight both environmental and financial benefits, and greater investment in product innovation so eco-friendly goods can match or exceed the performance of traditional products. Until then, sustainable products risk remaining niche items while the majority of shoppers continue to choose cheaper, more familiar alternatives.
Authors:
Nibhav Nanjappa K P
Shubham Kumar
Raghav Agarwal
