Consumer perception of sustainability and eco friendly brands

“Consumer perception of sustainability and eco friendly brands.”

Submitted by (paras saxena)
MBA 4th Semester
Session 2023-2024
Plot No. 2, Sector 17A, Greater Noida, Uttar Pradesh 203201,India

Under the guidance of
Dr. MD. Chand rashid

Abstract
The rate of failure to manage e-waste and the business sectors’ failure to produce more eco-friendly products is high. These failure rates cause companies to lose profits on
expanding an eco-friendly customer market. The central research question addressed by
this correlational design examined the quality, price, and brand loyalty of eco-friendly
products related to customers’ willingness to recycle e-products. Consumer and buying
behavior theories served as the theoretical framework in this investigation.
SurveyMonkey was used to distribute the researcher-developed survey to the participants
for the collection of the data. The collection data instrument was validated by performing
a pilot test using students of the subject organization. The final sample size consisted of
381 participants, 18-24 years old. The strength of the association between ranked
variables was determined using Spearman correlation while the customer behavior
relationships of interest were examined using ordinal regression. One of the key findings
was that when customers had used a certain brand in the past, they were more likely to
continue buying that brand, even when the price increased. However, another finding
showed that some customers were not willing to recycle electronic devices even if more
drop-off recycling facilities were available. The profitability of green product
innovations due to brand loyalty, combined with a demonstration of social responsibility
by a business, could create a powerful venue for positive social change. The sociallyresponsible activities of a business could promote awareness that green products and
recycling of e-waste are important for an environmentally-secure future