Consumer Preferences for Green and Sustainable Products: A Critical Review

This paper critically examines the growing consumer preference for green and sustainable products in the context of increasing environmental awareness and climate change concerns. It explores the theoretical and empirical literature to understand the key factors influencing consumer behavior, including environmental consciousness, price sensitivity, product labeling, social influence, and government regulations. The review also highlights the gap between consumers’ intentions and actual purchase behavior, analyzing psychological, social, and economic barriers. Findings indicate that while consumers express a positive attitude towards eco-friendly products, actual purchasing decisions are often hindered by perceived high costs, lack of availability, and inadequate knowledge. The paper suggests that a multi-stakeholder approach involving businesses, policymakers, and educators is essential to promote sustainable consumption effectively. Through this review, the paper offers a comprehensive insight into the dynamics of green consumerism and outlines strategies for bridging the attitude-behavior gap in sustainability.