90% Indians will buy socially responsible brands: Edelman study

Despite the economic downturn, 90% Indians think it is important to purchase products and brands they perceive to be socially responsible, according to 'Good Purpose,' a study conducted by Edelman. The 10-market global study seeks to understand consumer attitudes and preferences on the emerging issue of social purpose.According to the study, Indians do not believe the environment is in crisis, but they think it is important to take environmentally-friendly actions. Hence, 88% of Indian consumers are prepared to pay more for goods that are environmentally friendly.