40% consumers ready to pay more for sustainable items: PwC

Source: www.fibre2fashion.com

Sixty-five per cent of Indian consumers plan to raise online shopping in the next six months, with the majority expecting no change to their shopping channel behaviour, a PwC Global consumer insights pulse survey revealed.

Among Indian consumers, 65 per cent have purchased directly from a brand’s website, with 3 in 10 open to considering buying directly, it found.

The survey also found that four in 10 consumers would be willing to pay up to 10 per cent more than the average price for products which are produced sustainably or ethically, with 19 per cent of Indian consumers open to paying up to 20 per cent more to companies with a reputation for ethical practices.