EXAMINING CONSUMER PURCHASE BEHAVIOUR 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. There were seventy-four participants in the study. Consumers showed a high degree of familiarity with sustainable products and marketing strategies. It was also shown that the respondents had high environmental values. Because consumers place a high value on sustainability, research has provided useful insights for marketers of sustainable products. It also indicates that marketing communication efforts supporting sustainable products are necessary. 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.