LONDON, Dec. 7, 2015 /PRNewswire/ -- Introduction
India 2014 ? Consumers and Sustainability is NMI's comprehensive report on the state of health and sustainability specifically in the country of India. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors in India on the topics of health, environmental friendliness, sustainability, and corporate accountability.
This country report uncovers insights unique to the Indian consumer base and examines the motivations and challenges which drive consumers to be more environmentally and socially responsible. In addition, the report reveals what they feel is their role and the role of those doing business in India. Global warming, water conservation, pollution and waste reduction are top of mind for these consumers. Find out what else is on their minds.
A glimpse into the report ...
The continued expansion of sustainability and environmental protection within India
How segments within the Indian population have differing points of view and how that understanding can help to formulate messaging
What types of products Indian consumers want to see in an environmental version
What social and environmental issues are of utmost importance to Indians
What are their health concerns and how do they influence desire for specific food attributes
What are Indian consumers interested in learning about what companies are doing regarding their social and environmental commitments
India – Sustainability Summary
Indians are highly engaged in the environmental and sustainable space; environmental and social responsibility are not thought of as transient ideals, but as foundational principles.
Understanding which environmental and social issues resonate with Indian consumers will allow industries to better communicate with this emerging target: global warming, water conservation, pollution and waste reduction are high concerns.
Even though the country is experiencing industrialized growth and global investment, poverty and inequities continue to persist in India.
Poverty, quality of education, child labor practices and access to basic health care services are major socio-political concerns among Indian consumers.
In addition, while Indian attitudes toward eating healthier are growing, food safety and access to clean drinking water create concern among the majority of Indians.
Indian consumers exhibit high information seeking behavior regarding the environment; implementing educational initiatives should help boost brand understanding and trial; however, while Indians do care about the environment, price oftentimes dictates purchase.
Indians show significant interest in environmentally-friendly versions of many products; understanding what specific benefits Indian consumers seek from e-friendly products will help to create a more impactful marketing strategy.
The Indian community is increasingly watchful of what companies are doing and how it affects the environment and society; having a strong and transparent corporate social responsibility strategy is crucial.
The Indian consumer feels their own government as well as corporations should be doing a better job in protecting the environment.
Skepticism does exist among Indians regarding the value of e-friendly products; even if quality, price and convenience are held equal, benefits will have to be made 'real' and relevant.
Eco-benefits should be clearly communicated on product packaging as product packaging is a top source used by more than half of Indian consumers to find out environmental information.
Understanding segment similarities and differences within each country helps to align messaging to attract the best target segment.
Background & Methodology: India
NMI's initial global study surrounding health and sustainability was conducted in 2005; this research was conducted in 2010 and 2013 in India; both years are presented as comparison in this report.
The study was conducted online; data were weighted to age and gender.
Data were collected from approximately 1,500 respondents in both 2010 and 2013.
In surveying Emerging countries, the respondent sample represents the population with online/internet access. Those consumers with online access align closely with those who have access to consumer packaged goods and therefore represent the best overall target for many organizations. As online penetration increases, demographic composition may shift. As such, this factor needs to be taken into account when using trended data and insights in this report.
A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
These solutions are mutually exclusive and identify in each consumer segment the levels of influence and specific motivational and behavioral drivers across a multitude of factors.
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