The Role of Sustainability in Shaping Consumer Behavior and Purchase Intentions

Abstract

Sustainability has become a key issue in consumer behavior and purchase intentions over the past few years. This research aims to evaluate consumer awareness of sustainability and how it influences purchasing decisions, as well as to identify the main drivers and obstacles that affect these decisions. By assessing their level of understanding of and knowledge about sustainability, this research is targeted at providing consumers with better comprehension regarding factors influencing their purchases. The investigation employed mixed methods where both qualitative and quantitative data collection techniques were used. For example, an online survey will be conducted among different segments of consumers in order to get quantitative data regarding their purchasing behaviour, attitudes towards sustainable products, and awareness of these products. In addition, through focus group discussions qualitative information will be gathered which will give a deeper insight into the motivations and barriers faced by consumers when considering sustainable products. Among other things, personal values, perceived benefits as well as perceived barriers such as cost; availability; level of product knowledge will be explored during those discussions. Policymakers and businesses can make use of this research’s findings to come up with strategies that increase consumer engagement with sustainable goods. Stakeholders can promote sustainable consumption more effectively by identifying major determinants along with obstacles and understanding the consciousness levels of customers towards this cause thereby contributing towards a more sustainable future.