UNDERSTANDING CONSUMER ATTITUDES AND PURCHASE BEHAVIOUR TOWARDS SUSTAINABLE PRODUCT

Abstract

The rapid rise in global consumption has significantly contributed to economic growth, but it has also led to severe environmental degradation, including climate change and pollution. These environmental challenges have raised public concern and given rise to the sustainability movement aimed at protecting the planet. This study explores the factors that influence consumers’ decisions when purchasing sustainable products. It was found that demographic or social variables had minimal impact on consumer choices. Instead, the likelihood of purchasing such products was primarily influenced by customer satisfaction and the perceived attributes of the products themselves. A survey of 74 respondents revealed a strong awareness of sustainable products and marketing practices, along with a high regard for environmental values. Consumers indicated that product characteristics—such as being free from harmful chemicals, produced under hygienic conditions, and offering recyclable or reusable packaging—play a critical role in shaping their purchase decisions. The study also examined reasons why some consumers still opt for non-sustainable products. Regression analysis confirmed that general sustainable values, awareness of eco-friendly practices, and the perceived benefits of using sustainable products significantly and positively influence consumer preference for such items over conventional alternatives. The findings offer valuable insights for marketers, emphasizing the importance of developing effective communication strategies to highlight the benefits and environmental impact of sustainable products.