With increasing conversations around sustainability and growing environmental awareness, sustainable ways of life, including consumption patterns, have been gaining popularity among people.

About 62 per cent of Indians are aware of sustainability concepts such as reducing carbon emissions, choosing reusable alternatives, avoiding single-use or plastic products and conserving energy in daily activities, according to a survey report.

The survey, conducted by S P Jain Institute of Management and Research (SPJIMR) WISE Tech among 2,200 urban Indian consumers across 10 major cities, further found that a significant 84 per cent of respondents prefer sustainable products when given a choice, indicating a shift towards environmental consciousness.