Abstract Now-a-days Young generations are eager to buy and consume sustainable products. The transformation among young consumer’s attitudes due to the concern of social, economic, and environmental status has lead to a close connection to Sustainability. This rapid development of knowledge and awareness has influenced the younger generations towards sustainable production by observing the young generations it shows that they are concerned about the environmental effects of human beings in practice and they are moving towards sustainable products. Not only sustainable products, sustainability consumerism has also received increasing attention among young people in recent days. The aim of this paper to examine the factors that influence turning their attention towards sustainable products, such as price, quality, attributes, availability of the products and awareness etc., Based on these factors and opinion hypothesis are formulated, and convenience sampling techniques and structured questionnaires are used by the researcher to collect data.
Sheeba sharon SJ and R. Mary Sophia Chitra (Sun,) studied this question.