Adoption of Sustainable Materials in Indian Interior Design: Consumer Perception and Industry Practices

Abstract

Sustainability in interior design is fast gaining importance in India as a consequence of environmental concerns, changing consumer values and motivating incentives imposed by various regulatory bodies. This research examines consumers' perceptions and industry practices of sustainable materials adoption in Indian interior design through a study of the Indian masses in a fast urbanising, environmentally stressed country. Sustainable materials: renewable, low-emission, recycled, non-toxic, local, etc., are fostering savings in embodied carbon, the quality of indoor air, and lifecycle-based design decisions. Despite the rise of environmental awareness among Indian consumers, the adoption of sustainable interior materials is inconsistent and fragmented. However, based on the present data there is limited verified research that systematically examines the bridge between sustainable material manufacturers, sustainable products and acceptance of these products by consumers in the Indian market. This study aims to evaluate willingness of the Indian consumer to adopt sustainable materials over the other alternatives available. A mixed- method approach is applied to the research, combining quantitative survey data from 450 urban consumers with qualitative information from 40 industry professionals, designers, suppliers and contractors. Findings reveal the high conceptual awareness of sustainability (86%) but low ability to identify certified sustainable materials (54%). Consumer preference is notably strong for low- VOC paints (83% due to lower VOCs); bamboo (78% due to low carbon emissions and high water absorbency); natural fiber textiles (70% due to durability, recyclability and biodegradability); however, industry application remains significantly below for bamboo (55%) and natural fibers (48% due to cost barriers and instability of supply chain, undefined certification). Low-VOC paints have the highest correlation between consumer demand and industry pickup for their availability because of clear regulations and availability in the market. Willingness-to-pay analysis indicates that 56% of consumers are willing to invest in premium sustainable products; education, environmental concern and experience were found to be important predictors. According to industry stakeholders, cost, inconsistent supply and insufficient client awareness continue to be barriers. The author of the paper concludes by stating that to address the perception-practice gap, it is important to have stronger certification frameworks, improved supply networks, policy incentives, and targeted educational interventions in order to mainstream sustainable materials in interior design in India.