Why Gen Z Indians Are Choosing Sustainable Products?

Consumers from India’s Gen Z (born approximately 1996–2010) increasingly represent consumer trends, with a focus on sustainable choices. This isn't just a trend; this is a values-driven transition influenced by values, awareness, and market experiences. We will explore the drivers of this transition, what the data says, and what this transition means for any brand or individual with an interest. 

1. Strong Environmental Awareness & Sense of Moral Responsibility 

Generation Z has been surrounded by debates about climate change, air pollution, plastic waste, and many other environmental issues. They have seen various environmental crises featured in the news, on social media, and even in their everyday life. In a study entitled The Green Generation, among Gen Zers in Delhi (18-25 years), a number of the responding participants suggested that eco-awareness and social media influence are among the main influencers in purchasing products. Source: Research Gate

In addition, across India, 86% of Generation Z aged 18-28 now claim to be aware of value companies that are actively showcasing their environmental impact. Source: Economics Times

2. Willingness to Pay More for Sustainable & Ethical Products

Caring is one thing, but spending more is another. Data show many Gen Z consumers are willing to pay more for sustainability:

• A global trend: Approximately 75% of Gen Z consumers report they would pay more for sustainable products. Source: Taylor & Francis Online
• In India, Gen Z is a part of that trend: studies indicate strong interest in eco-friendly products among young people in tier-II cities, although purchasing sensitivity is still an issue.

As a result, brands that stake a claim with substantial sustainable credentials-and are honest-have a better chance of attracting them.

3. Influence of Digital Media, Social Causes & Authenticity

Members of Generation Z in India are the first generation to be digitally native. They connect socially, consume, share, interrogate, and amplify the digital content that they are exposed to; whatever they see on Instagram, TikTok, YouTube, Snapchat, etc., about climate issues, ethical supply chain practices, or “zero waste” lifestyles, shapes their response to the world.

In the Green Generation study, Gen Zers in Delhi reported that social media is a major influencer in their understanding of what is “good” or “bad” when making that purchase. Source: ResearchGate

They also want authenticity - fake greenwashing does not go far. Brands that overreach or are not transparent and honest risk losing that brand loyalty. Transparency in sourcing, carbon footprint, material use, and labour practices are important considerations for Gen Z.

4. Desire for Purpose-Driven Consumption

Generation Z wants more than just products. They want the narrative of those products and the principles behind that narrative. Sustainability provides purpose, purchasing a product that supports environmental protection, equitable treatment of workers, and reducing waste, etc. In social situations, Generation Z often uses eco-friendly products, e.g., biodegradable cups and plates, turning everyday decisions into social expressions of values.

5. Market & Policy Changes Supporting Sustainable Options

It is now much simpler than it was in the past to discover sustainable alternatives. There are more brands providing them; there are more certifications, labels, eco-friendly packaging, secondhand marketplaces, etc.. The policy/regulation is also catching up (plastic bans, ESG expectations, the government’s watchful eye on pollution and carbon emissions, etc.)

Additionally, as a result of climate reporting, consumer awareness campaigns, and media reporting, the costs (environmental, social) are less externalised, which has a role in shifting preferences.

Conclusion

Gen Z shoppers in India are not choosing sustainable products just because it is fashionable or cool; they’re choosing them for values, awareness, purpose, and individually believing their choices matter. There are still barriers such as price, overall access, and clarity; however, there is little doubt, the trend is decidedly towards sustainable consumption. For companies, communities, and individuals, that is both a responsibility and an opportunity to build a marketplace that reaffirms those values.