Case Study –
Analysis & Insights
Submitted by – Tanvi Dodiya
Submitted to – Insight Table
Date – 11th June 2025
Nearly 9 in 10 Indians are aware of 'Earth Day', but few take part in the initiatives or events.
Notably, 2 in 5 are aware and familiar with the event but do not engage in any related activities or movements.
~9 in 10 Indians are aware of Earth Day, however only 1 in 10 get involved in their movement/ activities
Awareness & Involvement for Earth Day
3%
42%
12% 12%
Indians are aware & familiar with
earth day but are not involved in the
31% movement/ activities
42%
Not aware of Earth Day
Aware but not familiar with it
Aware but not involved in their movement/ activities
Aware and involved in their movement/ activities
Aware and also actively advocate their movement/ activities
Base (All respondents) - 402
Q4. Earth Day is an annual event on 22nd April to demonstrate support for environmental protection. Communities and individuals are encouraged to participate in activities to
promote protecting the environment. Before this survey, how aware were you of Earth Day? (Please select ONE that best describes you)
While explicit participation in Earth Day events is limited, nearly 9 in 10 Indians claim to adopt
sustainable practices in their daily lives.
Key actions include recycling, bring-your-own-bags, cutting down on consumer product purchases, and
limiting the use of public transport.
~87% Indians claim for actively making sustainable choices
Participation in Sustainable Activities/Action
Recycling (e.g. plastic bottles, cans, etc) 65%
Bring-your-own-bag/ mug/ container/ straws/ utensils, etc. 56%
Significantly higher among
females (61%) as compared
Reduce buying of consumer products 45% to males (51%)
Reducing use of private transport 45%
Average – 36%
Choosing products that are sustainably sourced over other products 18%
Eating a plant-based diet to reduce greenhouse gas emissions/ water usage 14%
Significantly higher among Millennials
(15%) & GenX (16%) as compared to
Participate in sustainability activity/ events 10% Boomers (6%)
Base (All respondents) - 402
Q1. Do you participate in any of the following sustainability activities/ actions?
***Not commented on GenZ as the base size is not readable (lower than 30)
When it comes to trusting if brands are truly going green, half of the people stay neutral — they’re
not fully convinced but not completely doubtful either.
This mixed feeling also shows in their spending: while 1 in 2 Indians are okay with paying up to 10% more for
sustainable products, the same number say they wouldn’t pay anything extra.
Level Of Trust With Organisation’s Efforts Willingness To Pay Premium For A Sus-
On ‘Going Green’ tainable Product
3% 7%
23% 16%
44%
52%
50% 1%3%
1 - Do not trust at all 2 3 Up to 10% more than usual 10% to 20% more than usual
4 5 - Trust very much More than 20% above usual Not willing to pay any price premium
1 in 2 females are in dilemma whether to trust the organisation or not when it comes to their efforts on going green, and
almost same say that they would not like to pay premium price for sustainable product.
Base (All respondents) - 402
***Not commented on GenZ as the base size is not readable (lower than 30)
Q3. When a business promotes their sustainability efforts, how much do you trust the organization's efforts on ‘going green’ to be genuine? Please rate on a scale of 1 -5, where 1 is “Do
not trust at all” and 5 is “Trust very much”.
Q2. Some products are more expensive because of the sustainability efforts that go into the production of the product. How much more are you willing to pay for a sustainable product?
To Sum Up…
1. High Awareness, Low Engagement: While Earth Day awareness is nearly
universal, active participation in related events and initiatives remains limited —
showing a clear gap between awareness and action.
2. Everyday Sustainability in Practice: Most Indians claim to make sustainable
choices in daily life, such as recycling, bringing their own bags, and reducing
consumption — reflecting intent at a personal level despite low event involvement.
3. Opportunity to Build Trust & Willingness: Organizations have an opportunity to
drive deeper engagement by encouraging participation in sustainability events. This
can help people better understand sustainability, which in turn could improve both
trust in brand efforts and willingness to pay a price premium.
THANK YOU