While shopping, a majority of Indians prefer to make decisions based on the impact of their purchases on environment and sustainability, according to a survey by the Nielsen Company.
"The Indian consumer is increasingly conscious of the benefits of environmentally friendly and sustainable practices... 86% Indian consumers surveyed, place faith in energy efficient products and appliances, followed by recyclable packaging (79%)," Global Online Environment and Sustainability Survey by Nielsen said.
Least impact was given to products not tested on animals (41%) and fair trade products (44%).
However, when it comes to actual buying, only about 44% Indians purchase eco-friendly products as they are 'very expensive'.
"The sensitivities to want ecologically friendly products are in place, but the high price of items [ranging] from recycled paper to organic foods make it difficult for consumers to purchase them for everyday use," Nielsen Executive Director Dipita Chakraborty said.
Given a choice, the Indian shopper would go for these, rather than a value for money deal, she added.
The trend is in line with global numbers, where 83% believe that manufacturers using recycled packaging and producing energy efficient products and appliances have a positive impact on the environment.
"The Indian shopper is very much in sync with the global consumer when it comes to environmentally sustainable products, from organic products to those tested on animals, there is fairly wide awareness among Indian consumers on what practice is environmentally friendly," Chakraborty said.
The survey results are based on responses of more than 25,000 Internet respondents in 51 countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America.
India is one of the top three countries within Asia Pacific that have shown an affinity towards eco-friendly products.
Willingness to buy eco friendly products is highest in Vietnam and Indonesia, while New Zealand, Thailand and Malaysia prioritise purchase based on value for money and promotions.
Concern about climate change and global warming among online consumers in India has taken a back seat compared to other issues surrounding air and water pollution.
"Globally too, concerns around pollution override the issue of global warming," the survey said.
In India, while nine out of 10 people surveyed were concerned about air and water pollution, eight out of ten people thought that climate change was an important environmental issue.