Consumer Perception towards Sustainable and Green Products

The present study is titled “Consumer Perception towards Sustainable and Green Products” where the level of consumer awareness, attitude, purchase behaviour and factors affecting the consumer purchasing intention of sustainable and green products were investigated. Judy's study results demonstrate that there is a significant high level of environmental awareness of consumers, and on average, a strong majority of participants have positive attitudes towards sustainable consumption. As the awareness of consumers continues to grow, they have made an increasing realization of the need for environmental protection, reduction of pollution, conservation of resources and ethical consumption behavior in today's society. The study showed that factors like environmental benefits, product quality, price, eco labelling and brand image play an important role in consumer's purchasing decision for sustainable products. Moreover, the analysis revealed that while consumers value and embrace sustainability and are willing to buy green products, the availability of those products, the price and consumer confidence in green claims still drive attitudes towards purchasing. There were high interest responses to buy sustainable products frequently, but high price still hinders the uptake and possible accessibility. Another finding emphasized that consumers with a higher level of education and younger generations are more aware and supportive of environmentally responsible consumption practices because they are more exposed to the environmental education and environmental awareness raising campaigns. Firms with sustainable marketing methods and established interaction practices will likely to develop consumer confidence and much better brand stability more easily. The study therefore suggests that the market potential for sustainable and green products is huge in the future especially with the increase of environmental awareness among consumers. Little by little, greater awareness of climate change and the need for ecological protection is making consumers more conscious about leading an eco-friendly life and making eco-friendly purchases. Further studies can be conducted on larger sample sizes, regional comparative studies, rural consumers' behaviors and sustainable product categories in different industries for a broader green consumer perspective. Additional research is possible to investigate the influences of sustainable purchasing behaviour and identify possible changes under the influence of digital marketing, social media impact, governmental measures and technological innovation. Researchers might also investigate the reasons for the attitude-behaviour-gap in green consumption from a psychological or cultural perspective. However, the key driver to achieve a prosperous sustainable market will be consumer education, socially priced products, better inclusion of products and more cooperation between companies, government and environmental movements to encourage responsible consumption and environmental sustainability for the future.

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