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India Consumers and Sustainability 2014

発行 Natural Marketing Institute 商品コード 345377
出版日 ページ情報 英文 83 Pages
納期: 即日から翌営業日
本日の銀行送金レート: 1USD=111.95円で換算しております。
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インドの消費者と持続可能性 India Consumers and Sustainability 2014
出版日: 2014年11月15日 ページ情報: 英文 83 Pages

インドでも環境問題や持続可能性に対する消費者の関心が高まりつつあります。従来からの貧困・不平等の問題に加えて、食の安全性や環境汚染への関心も拡大してます。CRS (企業の社会的責任) 活動も単なる思い付きではなく、企業行動の根幹となっており、消費者側の関心も高まっています。



  • イントロダクション
  • 背景事情・分析手法


  • 持続可能市場性の概要
  • 国の概略:主要統計データ


  • インドの持続可能性市場の分類:概要
  • インドの「ロハス層」(LOHAS) 層のプロファイル
  • インドの「自然志向層」(Naturalites) のプロファイル
  • インドの「流動層」(Drifters) のプロファイル
  • インドの「慣習層」(Conventionals) のプロファイル
  • インドの「無関心層」(Unconcerneds) のプロファイル
  • 持続可能性市場の区分方の変化
  • 持続可能性市場の各区分の人口構造
  • 持続可能性市場の主流層のプロファイル
  • 環境に対する考え方と行動
  • 「環境に優しい」ライフスタイルとの適合性
  • 過去・現在・将来の環境保護活動への参加状況
  • 持続可能的な方法で生産された製品に対する選好・傾向
  • 環境問題に対する無関心
  • 環境保護が原因の社会的影響/圧力
  • 企業が環境面・社会面でのリーダーシップを取ることへの要望
  • CSR (企業の社会的責任) が製品選択に及ぼす影響


  • 環境保護・CRSへの関心
  • 水資源保全への関心
  • 生物多様性・森林破壊・乱獲への認識と関心
  • 環境汚染への関心
  • 包装・廃棄物への関心
  • 各種資源のリサイクル状況 (プラスチックボトル・瓶・缶など)
  • 貧困問題への関心 (大規模/小規模)
  • 環境関連の最大の関心事項
  • 社会/政治関連の最大の関心事項
  • 社会/政治/経済関連の最大の関心事項
  • 社会/政治/経済関連の関心レベルの変化


  • エコフレンドリー (環境に優しい) 製品に対する関心
  • エコフレンドリー製品に対する関心度の変化
  • エコフレンドリー製品/サービスの促進要因としての価格
  • エコフレンドリー製品のための犠牲
  • 環境への影響を軽減するための最重要段階
  • エコフレンドリー製品購入の障害
  • 省エネ製品の所有・利用状況
  • 環境保護の障害としての資金制約
  • 天然/有機家庭用品の購入状況 (過去3ヶ月間)
  • 家庭用掃除用品の重要性に対する考え
  • 紙製品の重要性に対する考え
  • パーソナルケア用品の重要性に対する考え
  • どのカテゴリーにも共通する、各種製品の重要性に対する考え
  • ブランド品購入頻度 (過去6ヶ月間):持続可能性製品の場合


  • 医療・健康食品へのアクセスに対する関心
  • 企業側の健康問題への取り組みに対する関心
  • 健康な食生活に対する関心
  • 健康な食生活に関する課題
  • ラベルを熟読する習慣
  • 購入促進要因としての家族の健康
  • 健康食品の購入機会 (過去3ヶ月間)
  • 購入促進用品としての、食品に対する考え方
  • 植物ベース包装に対する理解
  • グリーン/エコフレンドリー製品や有機製品に対する懐疑論


  • グリーンシール/認証が製品購入に及ぼす影響
  • グリーン/エコフレンドリーラベル・認証に対する認識や理解
  • 様々なシール/認証が製品購入に及ぼす影響
  • 過剰包装に対する認識
  • 企業の価値観・慈善活動の影響度
  • 企業の環境・健康問題への取り組みに対する関心
  • 第三者機関の保証の取得に対する要望
  • エコフレンドリー製品の購入時に入手したい情報
  • 環境関連の情報収集と個人的な推奨
  • 「良き企業市民」 (コーポレートシチズンシップ) に対する認識
  • 環境活動のリーダーに対する認識
  • 企業の環境・社会活動について学ぶ際に好まれている手段
  • エコフレンドリー製品購入の障壁としての製品選択:価格が割高でもエコフレンドリー製品を購入する意志
  • 経済発展・成長に対する認識


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.

Table of Contents


  • Introduction
  • Background and Methodology

India: Snapshot of Sustainability

  • Sustainability Summary
  • Snapshot of Key Country Facts

India's Sustainability Segmentation and Profiles

  • India's Sustainability Segmentation: Overview
  • India's Lohas Profile
  • India's Naturalites Profile
  • India's Drifters Profile
  • India's Conventionals Profile
  • India's Unconcerneds Profile
  • Changes in Sustainability Segmentation
  • Sustainability Segments' Demographics
  • Profile of The Sustainable Mainstream
  • Environmental Attitudes and Behaviors
  • Attribute Fit with Environmentally-Friendly Lifestyle
  • Past, Present, Future Environmental Protection Involvement
  • Preference for Sustainably-Manufactured Products, Trended
  • Apathy with Environmental Issues
  • Social Influence/Pressure as Reason for Environmental Protection
  • Desire for Corporate Environmental and Social Leadership
  • Corporate Social Responsibility Impact on Product Purchase

India: Environmental and Social Concerns

  • Environmental Protection and Corporate Social Responsibility Concerns
  • Water Conservation Concerns
  • Biodiversity, Deforestation and Overfishing Awareness and Concerns
  • Pollution Concerns
  • Packaging and Waste Concerns
  • Reported Recycling of Various Materials (Plastic Bottles, Jars, Cans, etc.)
  • Poverty Concerns, Large and Small-Scale
  • Top Environmental Concerns
  • Top Social/Political Concerns
  • Social/Political/Economic Concerns
  • Change in Level of Social/Political, Environmental Concerns

India: Perspectives on Environmentally-Friendly Products

  • Interest in Environmentally-Friendly Product Versions
  • Change in Interest in Environmentally-Friendly Products
  • Price as a Driver of Environmentally-Friendly Products/Services
  • Sacrifices Made for Environmentally-Friendly Products
  • Most Important Stage to Reduce Environmental Impact
  • Environmentally-Friendly Product Purchase Barriers
  • Ownership and Usage of Various Energy-Conserving Products
  • Monetary Savings as a Barrier to Environmental Protection
  • Natural/Organic Household Product Purchases, Past 3 Months
  • Importance of Household Cleaning Product Attributes
  • Importance of Paper Product Attributes
  • Importance of Personal Care Product Attributes
  • Important Attributes Common Across Product Categories
  • Brands Purchased, Past 6 Months, by Sustainability Segments

India: Health Perspectives

  • Healthcare and Healthy Food Access Concerns
  • Interest in Corporate Health Initiatives
  • Healthy Eating Attitudes
  • Challenges to Healthy Eating
  • Label Reading Behaviors
  • Family Health as a Purchase Driver
  • Food Product Category Purchases, Past 3 Months
  • Food Attributes Purchase Drivers
  • Understanding of Plant-Based Packaging
  • Skepticism about Green/Eco-Friendly and Organic Products

India: Communicating Health and Sustainability

  • Green Seals/Certifications Purchase Influence
  • Recognition/Understanding of Green/Eco-Friendly Labels/Certifications
  • Purchase Impact of Various Seals/Certifications
  • Excess Packaging Perceptions
  • Influence of Corporate Values/Charitable Donations
  • Interest in Corporate Environmental and Health Initiatives
  • Desire for Third Party Endorsements
  • Information Preferred in Purchasing Eco-Friendly Products
  • Environmental Information Seeking and Personal Advocacy
  • Corporate Citizenship Perceptions
  • Environmental Leader Perceptions
  • Preferred Methods of Learning About Corporate Environmental and Social Initiatives
  • Product Selection as a Purchase Barrier to Environmentally-Friendly Products; Willingness to Pay a Premium for Environmentally-Friendly Products
  • Perceptions About Economic Development and Growth
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