EXAMINING CONSUMER PURCHASE BEHAVIOR TOWARDS SUSTAINABLE PRODUCT

Abstract

Global consumption has increased, which has accelerated economic growth. This overindulgent consumption has made the planet's condition worse. Environmental damage, global warming, and the other consequences of this damage to the environment have alarmed the public and sparked the sustainable movement for the protecting the environment. The purpose of this study was to determine what factors consumers used to decide which sustainable products to buy. The study discovered that consumer decisions to purchase sustainable products are unaffected by social variables. How pleased a customer is with the product affects the likelihood that they will buy it. The attributes of sustainable products have the greatest influence on consumer satisfaction and behaviour. A study was conducted with 74 participants. Customers demonstrated a high level of knowledge about sustainable marketing tactics and products. The respondents' high values for the environment were also found to exist. Research has offered helpful insights for sustainable product marketers due to the high perceived sustainable value among consumers, and it suggests the need for creating marketing communication campaigns promoting sustainable products. Analysis of the rationale behind choosing non-sustainable products is also included. The findings of the regression analysis are consistent with the notion that consumer decision-making to buy and prefer sustainable goods over conventional ones was significantly and positively affected by in general sustainable values, knowledge of sustainable practices and products, and benefits derived from the fact that they are produced in accordance with hygienic standards, without the use of dangerous substances, reusable, recyclable by nature, and with packaging that is sustainable.