Indian parents more willing to pay for eco-friendly products amid climate crisis: HP survey

80% of Indian parents do not mind paying more for items that are environmentally friendly, according to the study.

(Image: Olga Nayda/Unsplash)

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A global survey by HP has revealed that Indian parents are more worried about the impact of climate change on their families and are ready to invest more in sustainable products and practices. The survey also showed that Indian parents are rethinking their career choices and family planning due to the climate crisis.

The survey, which was conducted among 5,000 parents across five countries, found that 80% of Indian parents do not mind paying more for items that are environmentally friendly, compared to 67% globally. Indian parents are also actively seeking out businesses with sustainable practices (84%) and prioritising purchasing sustainably sourced items (85%).

HP surveyed over 5,000 respondents globally, including 1,000 from India. (Image: HP)

The survey also highlighted the concerns of Indian parents about the rising temperature and cost of living due to climate change. Mothers (19%) expressed more worry over the impact of having children than fathers (8%). This has influenced the perspectives of both mothers (63%) and fathers (56%), as well as the younger generation. Notably, 66% of Generation Z and 60% of Millennials feel that their concerns around climate change are making them rethink their plans for expanding their households.

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Another key finding of the survey was that 61% of Indian parents consider companies’ environmental practices as a crucial factor in their career choices. 66% of mothers and over half of fathers (58%) in India have reconsidered the company they work for or changed companies due to commitment to sustainability initiatives.