From Trendsetters to Changemakers: Gen Z shopping carts take a green turn

Gen Z in India is no longer just chasing trends — they are leading change. According to ET Snapchat Gen Z Index’s first quarter report, environmental responsibility and social causes are becoming central to their purchasing behaviour. The ET Snapchat Gen Z Index was mapped to record changes over a 3-month period.

From paying more for eco-friendly products to actively supporting brands that align with their values, Gen Z’s choices show a strong move from style statements to conscious consumption.

A significant 84% of Gen Z surveyed said they are willing to pay more for eco-friendly products. This trend reflects a strong shift from earlier years when price sensitivity often outweighed ethical considerations.


The willingness to invest in sustainable products shows that Gen Z is prepared to support brands that contribute to environmental causes, even if it means spending extra. Brands that showcase genuine efforts in sustainability are likely to earn long-term loyalty from this demographic.

From awareness to active support
The findings, powered by Kantar, also reveal that 54% of Gen Z consumers actively support causes they believe in. This includes not only advocacy but also choices in everyday spending.

Brands associated with social responsibility — whether in environmental conservation, inclusivity, or ethical sourcing — are increasingly preferred. For Gen Z, social and environmental consciousness is not a marketing add-on; it is part of their decision-making process.

Conscious consumption: Balancing price and purpose
While Gen Z remains deal-conscious (with 50% researching best offers before buying), they balance cost with causes they care about.

The study notes that Gen Z shoppers combine value-seeking behaviour with responsibility, indicating a shift towards "value plus values" purchasing. This dual focus means that while competitive pricing remains important, ethical practices give brands a competitive edge.

Digital Influence: How online platforms amplify green choices
With Gen Z heavily relying on digital channels, online communities play a major role in amplifying green and ethical consumption trends.

The study shows Gen Z actively uses social media not just to follow brands but to engage with movements and peer recommendations around sustainability. Authentic storytelling about a brand’s social impact resonates far more strongly than traditional advertising.

Opportunities for brands
Indian Gen Z is moving from passive buyers to active changemakers. Their growing preference for eco-conscious and cause-driven brands signals a major transformation in the market. For brands, matching these expectations is no longer optional — it is essential for future relevance.

The ET Snapchat Gen Z Index suggests that brands must embed sustainability into their core business practices, not just surface-level messaging. Gen Z consumers are quick to spot insincerity.

Brands that invest genuinely in eco-friendly initiatives, ethical sourcing, and transparent operations are better positioned to build lasting relationships with this influential group.

For the in-depth report, click here