NEW DELHI: India is becoming an increasingly attractive market for brands with eco-friendly credentials, according to a new report.

Datamonitor, the research firm, found that 60% of shoppers believe it is important to buy products boasting strengths in areas like sustainability.

Within this group, 95% revealed their main reason for purchasing these goods was in order to look after the environment, and rising numbers of customers view such items as being attractive.

"Consumers' concern about the environment has been on the rise in the country," said Gaurav Grover, an analyst at Datamonitor.

"Over 85% of consumers in the country consider human activities to be the primary factor driving climate change, and more than half say that air pollution is their primary environmental concern."

Elsewhere, a majority of respondents thought the automotive industry should take a central role in cutting carbon emissions.

Most contributors also attempted to save energy at home and were willing to pay a premium for utilities generated via renewable or equivalent sources.

Women, people living in cities and the 18-34 year old demographic – all key audiences in pushing up expenditure in India – typically displayed the greatest interest in ecological matters.

"India therefore, seems to have a large potential for green products and services. Competitive pricing and targeted marketing campaigns are expected to drive the growth of the market," said Grover.

Data sourced from Business Standard; additional content by Warc staff