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27 March 2014
Majority of Indians are concerned about green issues and support eco-friendly activities: GfK

​Nine in ten willing to spend more on energy efficient products, are in favor of energy saving renovations in the home

New Delhi – The intensifying global drive to promote greater eco awareness and environmentally friendly efforts seem to have hit home with the Indians, with a high level in favor of activities targeted saving the earth and reducing energy consumption. A recent study conducted by GfK among 1000 respondents in the country revealed positive beliefs and attitudes from over 80 percent towards green behaviors ranging from buying low energy consumption devices,  to supporting climate-friendly public transport, and carrying out energy saving renovation measures.

GfK has been investigating environmental awareness in India and 13 other countries across the world with the aid of the GfK Global Green Index since 2011 to provide a comprehensive picture of consumer attitudes towards topics such as environmental protection and sustainability.

Over 92 percent of those surveyed said they make sure that the electrical devices that they buy have low energy consumption even though these may be more expensive than other similar ones. Nearly 89 percent also agreed that they are willing to pay more for products that are less harmful to the environment in their manufacture or use.

Apart from general attitudes, the GfK Global Green Index also captures how ready consumers are to bear the costs that may arise in connection with environmentally aware behavior.

“However, it is important to highlight that environmental awareness with regard to household energy is very dependent on cost,” said Nikhil Mathur, Managing Director for GfK Consumer Choices in India. “Those who agreed with the statements are prepared to spend on energy-efficiency and energy-saving measures only if they are economically viable, and we noted that the higher the household income, the more people have this attitude.”

According to GfK retail tracking of home appliances, those that comes with inverter technology plus five start energy ratings have indeed been growing in demand. For instance, air conditioners and refrigerators which come with these features have been key in driving the strong sales of these two appliances, surging by 37 and 10 percent in volume sales in the respective segments last year.  Heightened demand for such lower energy consumption appliances indicates that more Indian households are doing their bit for the environment.

Another interesting finding is high level of support of 88 percent towards climate friendly transport such as bus or rail. Respondents who are for this aspect of eco-friendliness supported this even if it involves incremental expenses such as car tax.

“Environmental awareness in India is strongly developed to some extent with individual consumers trying to consciously doing their part to save the earth,” said Mathur. “If each and every one of our1.2 billion population puts their words to action and contribute, even if its just a little, we would be definitely be a proud green nation of the world,” he concluded.