Sustainable Decoratives: Transforming Recycled Materials into Eco-Luxury Home Accessories – A Perception Analysis
Dr. LUBNA AMREEN, K S GAGAN DEEP*, MISHRA ANSHUL SESHMANI* RAJIV CHETTRI*, SOHINI BISWAS*, MEEKHA MARY ROY*, KARAN G*
AUTHORS:
Dr. Lubna Amreen Mentor, Professor, Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be-University), Bengaluru
*Students MBA (2024-2026) Batch, Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be-University), Bengaluru
1. Abstract:
This study explores the key factors influencing consumer psychology in purchasing sustainable home decor, focusing on six independent variables: Sustainability Awareness (SA), Design & Brand Appeal (DBA), Price Sensitivity (PS), Social Influence (SI), Product Accessibility (PA), and Competitive Landscape (CL). A structured questionnaire was distributed to 121 respondents, and statistical analysis, including correlation and regression models, was conducted using SPSS. The results indicate that Product Accessibility (p = 0.003) and Competitive Landscape (p = 0.004) significantly impact consumer psychology, while SA (p = 0.204), DBA (p = 0.644), PS (p = 0.224), and SI (p = 0.706) do not have a statistically significant influence. This suggests that consumers are more likely to purchase sustainable home decor when it is easily accessible and competitively positioned, whereas awareness, branding, pricing, and social influence play secondary roles. The study highlights the importance of making eco-friendly products more available and strategically priced to drive consumer adoption. Additionally, businesses should focus on differentiation and market competition rather than relying solely on awareness campaigns or influencer endorsements. These findings offer valuable insights for businesses, policymakers, and sustainability advocates aiming to enhance the adoption of recycled and sustainable home decor products in a competitive market.
Keywords:
Sustainable Home Decor, Consumer Psychology, Product Accessibility, Competitive Landscape and Sustainability Awareness
