Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)

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Consumer-Innovation Nexus: Driving Sustainable Transitions in the Indian Market

Authors
Sucheta S. Yambal1, *, Yashwant A. Waykar2, Prajakta U. Waghe3, Vijay R. Bhosale4, Ganesh Gadekar5
1Department of Management Science, Dr. Babasaheb Ambedkar Marathwada University, Chh. Sambhaji Nagar, India
2Department of Management Science, Dr. Babasaheb Ambedkar Marathwada University, Chh. Sambhaji Nagar, India
3Yeshwantrao Chavan College of Engineering, Nagpur, India
4U.D. Pathrikar School of Business Management, Phulambri, Chh. Sambhaji Nagar, India
5MCA Department, Vishwakarma University, Pune, India
*Corresponding author. Email: drsuchetayambal@gmail.com
Corresponding Author
Sucheta S. Yambal
Available Online 6 January 2026.
DOI
10.2991/978-94-6463-948-3_55How to use a DOI?
Keywords
sustainable innovation; customer behavior; demand-side dynamics; co-creation; sustainability transition; market transition
Abstract

The increasing need of sustainability has transformed existing innovation paradigms from supply-driven technology advancements to demand-driven changes influenced by consumer/customer’s behavior. This research paper examines the consumer-innovation nexus as a pivotal factor in the shift towards sustainable behaviors, goods/products, and various business models. The paper analyzes how changing consumer preferences, ethical concerns, and the readiness to pay for eco-friendly alternatives are transforming innovation pathways across several sectors, using ideas from sustainability studies, innovation theory, and consumer behavior research on empirical basis. It keenly emphasizes the dual functionality of consumers as both – ’market participants’ and ’active cocreators’ of sustainable value, hence transcending conventional consumption habits and judging the sole reason behind it and proves empirical study done on 800 respondents from across four regions of Indian subcontinent. The results highlight the need for a realignment of innovation methods to include customer demand that acts as a driving force for sustainability.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)
Series
Advances in Intelligent Systems Research
Publication Date
6 January 2026
ISBN
978-94-6463-948-3
ISSN
1951-6851
DOI
10.2991/978-94-6463-948-3_55How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sucheta S. Yambal
AU  - Yashwant A. Waykar
AU  - Prajakta U. Waghe
AU  - Vijay R. Bhosale
AU  - Ganesh Gadekar
PY  - 2026
DA  - 2026/01/06
TI  - Consumer-Innovation Nexus: Driving Sustainable Transitions in the Indian Market
BT  - Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)
PB  - Atlantis Press
SP  - 783
EP  - 795
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-948-3_55
DO  - 10.2991/978-94-6463-948-3_55
ID  - Yambal2026
ER  -