8 out of 10 Indians Experience a Shift in Buying Behavior

At least 68 percent of Indians want to continue following a healthy eating and living habits post the pandemic. There is currently a significant lack of data and insights around clean and green products in India and their availability. 

OneGreen one of Asia’s largest e-commerce marketplaces for conscious, healthy, clean, sustainable products, in association with Kadence International conducted a survey to assess consumer opinion towards conscious, eco-friendly products and healthy living. 

The purchase behavior was found to be influenced by women since they are the primary decision-makers and drive changes in lifestyle in most Indian households. 

The study points to the fact that green is the new black with the numbers indicating how Indian consumers are veering towards healthy and conscious buying. While 8 out of 10 Indians have experienced a change in their buying behavior focused on their health and well-being, 6 out of 10 respondents have claimed to make their purchase decisions based on their environmental impact. 

About 57 percent of consumers are willing to spend more on genuine green and healthy products even across the price-sensitive Tier I and Tier II cities. About 71 percent of the respondents said they aim to opt for a greener lifestyle in 2023.
 
The study also found that 8 out of 10 respondents buy good quality products now – such as those that are organic and safe. And 7 out of 10 respondents who buy eco-friendly or sustainable products do so since they care for the environment. 

“This survey reaffirms our faith in the vision and it is extremely encouraging to see 70 percent of Indian respondents showing such great awareness and inclination towards products that don’t harm their health and living environment. The pandemic has boosted the new ‘green living revolution’ in the population across metro and non-metro cities. People are not making impulsive purchases, but strategic decisions based on how a product will impact one’s own and family's health, followed by the environmental impact. These purchases are further enabled by easy access to such products online and their high quality,” said Abhijit Bhattacharya, Founder, and Chief Business Officer, OneGreen.

Neha Gahlaut, Co-Founder and Chief Marketing & Growth Officer, OneGreen, said, “Indian consumers are not only taking note of but also making the right lifestyle choices. One thing that held them back in the past was the perception of the high cost of green products, and the absence of any mechanism that proved that ‘green’ is not just a label, but an actual commitment. Dedicated green e-commerce platforms like ours at OneGreen are bringing about a change in this regard.”

She further added, “90 percent of the respondents were open to opting for dedicated marketplaces for buying clean and green products owing to the trust factor. 1 out of 4 consumers surveyed have shifted to such marketplaces. This is encouraging for us, and we are aiming to further expand our outreach in 2023 and beyond.”

Key Highlights:

• 1 in 5 respondents buys clean and green products at least once a week. Relatively higher frequency among the older age group of 40 years and above.
• 7 out of 10 respondents are much more conscious of their health post-COVID. The female and middle-aged groups are relatively more conscious.
• 6 out of 10 respondents are also more conscious of the environment post-COVID. This is relatively higher in the metros and middle-aged group.
• There is a greater focus on superior quality and eco-friendly, sustainable products. This trend was observed across age groups and city types.
• While 90 percent of consumers claimed to try to read labels while making purchases, it is the complicated terminology that confuses them about the actual ingredients used.
• 8 out of 10 respondents mentioned they are influenced by social media (WhatsApp, Facebook/Instagram) in terms of their buying decisions for clean, green products
• There is a whopping 91 percent traction in people opting for dedicated marketplaces for buying clean and green products owing to the trust factor. About 86 percent and 84 percent of Indians were found to be buying green beauty and personal care products and groceries and pantry items, respectively. 
• About 56 percent bought kids and baby clothing, and 40 percent shopped online for kids and baby toys as well. 
• Pet products, a relatively newer category, also saw 32 percent of respondents making purchases online.