Out of all the Indian consumers surveyed, approximately 78% were most willing to change their purchasing behaviour to minimise a negative impact on the environment. This information is according to the reports of IBM’s 'How the Covid-19 Pandemic has impacted views of consumers on Sustainability' The Indian consumers from the urban areas are most willing to change their buying behaviour to reduce their impact on the environment, a survey by IBM Institute for Business Value stated on Friday. IBM’s report shows that globally, consumers are willing to pay a premium and are ready to take a pay cut to secure a sustainable future. The IBM Institute for Business Value has surveyed over 14,000 adults all around the world from nine countries are United States, India, United Kingdom, Canada, Germany, Mexico, Spain, Brazil, and China in March 2021 to get a better understanding of the consumers’ views on environmental sustainability. Especially after the impact of the pandemic. 78% of the consumers in India are most willing to change their purchasing behaviour to lessen a negative impact on the environment, securing the highest percentage of respondents across all the other countries surveyed. Half of the consumers surveyed worldwide agreed that climate change exposure of a company impacts investors' financial risk. According to the survey, Indian consumers have the highest association of climate risk to financial risk. Covering various parameters concerning their lifestyle choices and shopping behaviour, those surveyed in India exhibited more heightened awareness and concern about sustainable options. 85% of the Indian respondents believe that environmentally sustainable companies are more attractive employers. 63% of Consumers in India research information regarding the benefits of personal health and well-being before purchasing the products. More than 90% of the Indian respondents think that their travel habits contribute to climate change, even if a little. This has been highlighted across all the other countries surveyed by IBM. Nearly 95% of the Indian respondents actively seek to use more environmentally friendly modes of transportation, which is also the highest across all the other countries surveyed. IBM’s research suggests that the covid-19 pandemic has heightened consumers’ focus on sustainability, including the willingness to spend out of their own pockets for a more sustainable future. Around 9 in 10 consumers surveyed globally reported that the covid-19 pandemic has impacted their views on environmental sustainability.
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