Sustainability has become a key concept through which modern-day consumption patterns are analyzed. In a developing country like India, where consumption patterns are rapidly evolving, it is essential to examine the factors influencing consumer choices regarding sustainable products. As environmental concerns rise and eco-friendly options expand, understanding these factors becomes crucial for consumer behavior research. This study explores the determinants of sustainable product purchases through primary research using a detailed survey questionnaire in the Indian market. The findings show that sustainability is the most significant factor, followed by cost and consumer awareness, highlighting a growing inclination towards sustainable consumption among consumers. Analysis of different factor combinations further supports these results, with sustainability, awareness, and cost emerging as the most influential, while factors such as influence play a relatively minor role. This research contributes to understanding consumer priorities in developing markets by providing useful insights for firms based on primary survey data, supporting firms in shaping sustainable products that resonate more effectively with consumer values and expectations.
Shreyashi Kundu (Thu,) studied this question.
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