Consumer Behaviour towards Sustainable Products

Abstract

The public is now more conscious about the negative impacts on the environment and the impact of climate change and responsibility for consumers is becoming trendy. Sustainable products are not only regarded as being environmentally friendly but they have also been an important factor of the consumer's ethical and social decision-making process. The main objective of this study is to explore the consumer attitude towards the sustainable products and factors that may influence the awareness, attitude, purchase intention and purchase decision of consumers. The subject of Environmental consciousness, perceived Product quality, Price sensitivity, Trust in Sustainability claims, social influence, Product availability, and perceived personal benefit are focused on particularly. Gap between consumers' positive attitudes to sustainability and purchasing behaviour is also taken into account. The understanding of the link between perceptions of sustainability and consumers' willingness to buy ecological products is based on a research-based and systematic approach. The study should shed light on their ability to positively affect sustainable purchase intentions through raising awareness and positive attitudes towards green products, and their ability to negatively affect actual purchase through higher prices, reduced availability, inadequate information and doubt about green claims. The results should help marketers and manufacturers, as well as policy makers and sustainability practitioners, to guide them towards responsible consumption. The study highlights the importance of communicating the sustainability of products transparently, to develop credible eco-labels, to make sustainable alternatives available at an affordable price, and to educate consumers, in order to boost sustainable consumption behaviour. By understanding the reasons behind consumer actions and the barriers they face, organizations can create successful marketing strategies and work towards their broader environmental sustainability and responsible consumption goals.