Insights into consumer demand for green products, especially green building materials and green buildings, are extremely limited in India. This is particularly true for the burgeoning middle-class segment. Through our research, it’s clear that middle-income residents in Tier 1 cities are concerned about environmental quality and already have demand for green buildings and materials.
The problem is they are hampered by misconceptions about price, availability, and uncertainty around product quality. On the other hand, demand for green office buildings is much better documented, with many corporations in major cities already occupying green certified spaces. But communication gaps between corporate real estate decision-makers and their company sustainability targets can result in roadblocks to green office selection.
For corporations to make meaningful progress towards net zero futures, they must ensure consistent communication around decision-making and send the right demand signals to developers.
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