<h1>Report finds 84% urban preference but only 27% purchase of sustainable products; calls for clearer standards, stronger consumer protections</h1> A management institute's research centre published a white paper finding an 84% stated preference for sustainable products among urban consumers but only 27% actual purchase follow-through, attributing the 'intent-action gap' to price sensitivity, limited availability, and weak trust in corporate sustainability claims. The report highlights willingness to pay up to 25% premium in certain categories and growing employer-choice impacts, and recommends coordinated business-government action. Legal and regulatory implications include potential need for clearer sustainability standards, stronger consumer protection and advertising truthfulness, procurement and pricing interventions, and multi-stakeholder enforcement mechanisms to close the gap.