Project Report :

Consumer Behaviour on
Sustainable Product
Parth Kumar
Shorya Balotia

Aryan Gour
Ridhm Kumar
Introduction
In the last few decades, issues like shifting climates, vanishing resources,
and rising contamination have grown harder to ignore - pushing nations to
rethink how they operate. Because of this pressure, items built to cause
less harm across their lifespan - so-called green products - have started
getting real attention. People’s choices at checkout aren’t neutral; each buy
either adds strain or helps ease planetary stress. When shoppers
consistently pick greener options, that pull starts shaping entire markets
focused on lasting solutions.

Folks who study buying habits know it’s key for companies, rule-makers,
and eco-conscious groups to get on the same page. Even though more
people now see how their purchases affect nature, turning that knowledge
into real change every day doesn’t happen easy.

Research Objectives
This study aims to look closely at how people act when buying eco-
friendly items, especially zeroing in on what drives or blocks their
choices.

This research tries to hit these exact goals:

Figure out the biggest roadblocks - dig into what’s really stopping
people from buying eco-friendly items on a regular basis.
Check how much extra people will pay for eco-friendly items, while
figuring out what pricing works best so most folks would actually
buy them.
Preliminary figures suggest just about everyone’s ready to chip in
an extra 1–5%, though hardly anyone agrees to hand over more
than 10%.
Analyze the Importance-Action Gap: Look into why people say they
care about eco-friendly choices but don’t buy them often.
Check how well people get eco-friendly items - figure out what
they already know, then spot where more info could help them out.
Literature Review
Purchasing behaviour for environmentally
sustainable products: A conceptual framework
and empirical study
Author- Bipul Kumar

This work uses the Theory of Planned Behaviour as its base. Earlier studies examined how attitudes
influence buying choices; however, this one explores whether attitude connects what people know about
the environment to their willingness to buy. How people act, according to one idea, stems from what they
think, how others view their actions, alongside beliefs about whether they actually can do something.
Intentions bridge thinking and doing. These scientists then factored in awareness of surroundings as
another piece of this puzzle.

This work hopes to help shape how companies market eco-friendly goods, how stores operate, also what
governments should do. Specifically, it could be useful as retail expands quickly in places such as India -
a region lacking research on these issues.

Methodology

The conceptual framework developed for the study is based on the Theory of Planned Behaviour
(TPB).

Variables Examined: The study explores the direct, mediating, and moderating relationships
among the following factors:
Environmental Knowledge
Attitude towards environmentally sustainable products
Subjective Norm
Purchase Intention for environmentally sustainable products
Key Relationships Tested:
The mediating effect of attitude on the relationship between environmental knowledge and
purchase intention.
The moderating influence of environmental knowledge on the mediated relationship.
The role of the subjective norm as a direct and moderating variable in a collectivistic culture.
Research Setting: The study was conducted in a collectivistic culture.

This research explores ideas through both theory alongside real-world data to confirm predictions.
It details how the study was done - specifically, its methods plus how things were measured - then
presents results from analyzing those measurements and relationships between factors.

Findings
Digging into what makes people buy eco-friendly stuff reveals a few key things. Here’s what stood
out:

Mediating Role of Attitude: The attitude towards environmentally sustainable products

successfully mediates the relationship between environmental knowledge and purchase
intention.
Moderated Mediation: The mediated relationship described above is also moderated by
environmental knowledge.
 Interestingly, what people think you should do didn’t really affect whether someone planned to buy
something - a surprise given this happened in a society where group opinions often matter.
Subjective Norm as a Moderator: The direction of the subjective norm as a moderator on the
relationship between environmental knowledge and attitude was not supported.

Green Marketing:
A Study of Consumers’ Buying Behavior in Relation to
Green Products
Author- Wong FuiYeng

This study, called "Green Marketing: A Study of Consumers' Buying Behavior in Relation to Green
Products," came out in the Global Journal of Management and Business Research: E - it looks into how
green marketing is growing alongside shifts in what people choose to buy.

Key Areas Covered

Green marketing means promoting goods seen as better for nature - according to the American
Marketing Association. These efforts often change how items are made, packed, or promoted. One
key idea behind it ties into sustainable development: living today without making life harder for
people tomorrow.
Green marketing comes with practical methods. For instance, eco-labels help shoppers pick
sustainable goods while learning how they’re made - also giving insight into manufacturing steps.
Then there's branding focused on green values, using logos or names to set apart items that don’t
harm nature. Ads with an ecological angle work by highlighting environmental issues, at the same
time pushing people toward buying planet-safe options.
Green Marketing Mix (4Ps): This looks at how regular marketing parts - what’s sold, its cost, where
it's found, and how it's pushed - change when eco-friendliness matters most. Each piece focuses on
helping nature, showing shifts like these:
Make it green from start to finish, so it cuts down waste while saving Earth’s materials - this might
mean taking stuff back after use.
Cost: Eco-friendly items usually cost more 'cause companies spend extra on new tech or teaching
staff.
Get it there without harming nature - pick routes that cut down damage while moving stuff.
Promotion: Spread the eco-friendly idea across different channels so people see why it’s worth
spending more, showing how this choice helps nature.
A person who cares about nature tends to pick earth-safe choices instead of regular ones - this
study calls them green buyers. Companies gain when they go green too; profits can grow while
expenses drop at the same time. A cleaner image builds stronger customer trust, which plays a big
role in long-term success. Some firms even get financial perks like lower taxes or easier access to
funding. Over time, smarter habits don’t just help business - they give the planet a real chance to
heal.
 Methodology

The study doesn’t clearly lay out a concrete method - like a poll, trial, or real-world example - including
how many people were involved, how info was gathered, or what tools were used to make sense of it.

The layout and material inside point toward it being a summary or idea-based article - especially since it
pulls heavily from past research studies throughout.

Type of Study: This paper’s labeled a research or review type, shared under a Creative Commons
setup.
 Method: This one leans mostly on earlier research pulled from past papers, along with explanations
taken from scholarly references - say, the American Marketing Association or the World Commission
on Environment and Development - and real-world sector trends to explore ideas around eco-
friendly marketing, techniques used, promotional blends, plus how customers act when going
green.
A goal mentioned early on? Figuring out how eco-friendly marketing works - what it means for nature,
businesses too. Tools used in promotion came into play, alongside strategies tied to product offers.
Then there's shopper habits, brand image; these help pull in bigger crowds.

Findings

The main points that came out after going through and talking about the sources include:

Green marketing helps nature while boosting businesses - it’s good for Earth, also lifts company success.
Firms using eco-friendly tactics gain trust, at the same time reduce harm to ecosystems.

More people now notice eco-issues - this shift makes them rethink what they buy, steering choices
toward greener options because awareness shapes habits.

A fair share of shoppers now prefer eco-safe items - despite steeper prices - with many opting to spend
extra cash just to reduce harm to nature.

The effect of green tools? When folks see things like eco-labels or hear green-focused ads, it often clicks
- people start noticing how products help nature. Because of that shift, they’re more likely to get
interested, plus actually decide to purchase.

A business might earn more money when it goes green - spending less becomes possible at the same
time. A stronger reputation often follows, which adds worth to the company. Some may even get financial
perks from authorities simply by making eco-friendly moves.

Getting green marketing right means planning carefully - firms ought to set up their approach so fake
claims are less likely. Instead of just jumping in, they can use a mix that fits their brand while also
matching what customers care about and how they see themselves.

Consumer attitudes and buying behavior for green

food products
Author- Eunju Woo

This research looks at how people value environmentally friendly food - considering several aspects of
that value - to better grasp why they choose to buy it, consequently clarifying what drives their decisions.

This work adds to what we know by suggesting where future studies - also new ways to market -
should focus when it comes to how people buy eco-friendly foods. Rather than look at just one
 aspect of why consumers choose these items, this study considers several facets – practical
benefits, circumstances, social impact, feelings – thereby improving upon earlier investigations.

This study centers on what people value – how well something works, if it fits their lifestyle, its impact on
how others see
 them, then feelings it evokes – alongside how those values shape opinions about buying eco-friendly
foods, ultimately influencing whether they actually make a purchase.
So, what we learned is this: how people feel about a product - rooted in its value, quality perception,
and emotional connection - really shapes whether they’ll buy it. Moreover, our testing confirms the
whole idea holds water; it’s solid alongside being accurate\

Methodology
Design and Approach

Researchers looked at what people think makes eco-friendly items valuable – how well they work, if the
price feels fair, whether owning them boosts their image, also how they make folks feel. They then
investigated how these perceptions influence opinions about buying green alongside actual buying plans.
Statistical modeling clarified connections between everything.

Data Collection

We asked people questions using a set form they filled out themselves. Responses indicated
agreement - or disagreement - on a scale of one to five.
We gathered responses through an internet survey available between June 7th and June 20th, 2016,
choosing participants who happened to be around.
We sent out 300 questionnaires. Ultimately, 253 people completed them, giving us a solid return rate
of about 84%.

Data Analysis

Researchers employed statistical techniques - specifically, CFA likewise SEM via AMOS to assess
how well the suggested model fit reality, also to explore connections between different ideas.

The model performed well according to several measures - GFI, CFI, TLI, alongside NFI all exceeded
0.9, while RMR also RMSEA stayed under 0.1. Furthermore, the chi-square divided by degrees of
freedom was less than 3.0.

Findings

We gauged how six things - the four GPV aspects, feelings, also what people planned to buy - connected
alongside twenty specific signals.

Hypotheses Testing (Structural Model)

Each of the five ideas we tested – from H1 through H5 – held up under scrutiny.
 How people feel about buying eco-friendly items gets a boost from valuing what being "green" offers
- specifically through benefits like usefulness, cost savings, emotional connection, then social
impact. Each of these elements notably improves outlook
The thing people valued most really mattered (with an impact score of 0.309).
Feeling good really mattered - it boosted results by about a quarter.
The value shifted depending on circumstances; this mattered quite a bit (beta was 0.205).
The importance people placed on community mattered quite a bit - it influenced outcomes to a
degree of 0.173.
How people feel about buying eco-friendly items genuinely boosted their plans to actually buy them
– a strong link existed (beta=0.547).
How people felt about something mattered more than the initial factors. Those first things
accounted for over half of their feelings, which then drove nearly a third of whether they actually
bought it.

Construct Reliability and Validity

The results showed strong agreement between different measures. Every factor loading proved
statistically important (p<0.001), alongside an Average Variance Extracted score exceeding 0.50.
We checked to be sure things measured what we thought they did. Specifically, relationships
between different ideas weren’t too strong - each idea had more variation within itself than it shared
with others.

Investigating factors influencing consumer

decision-making while choosing green products
Author- Paraschos Maniatis

This study, called "Looking at what affects people’s choices when buying eco-friendly items," explores
how a buyer's understanding, dedication, plus level of awareness about sustainable goods shape their
environmental mindset during shopping moments.

The study tackles an overlooked area in research about how elements like consumer know-how,
dedication, and basic understanding connect with various sides of eco-awareness. Its main aim? To offer
a framework that makes sense of these tangled links - something helpful for those labeling or selling
sustainable goods

The main result reveals a model where 15 factors shape four areas of eco-awareness through distinct
connections

· Environmental benefits (Environmental Consciousness - ENV-C)

· Economic benefits (Economic Consciousness - ECO-C)

· Green reliability (Reliability Consciousness - REL-C)

· Green appearance (Green Appearance Consciousness - GA-C)

The research finds people weigh care for nature against personal savings and stable outcomes - yet see
them not as opposites but fitting together like puzzle pieces.
Methodology

· Data Collection

Sample: N = 253 people - everyday shoppers buying usual home items, though some eco-friendly picks
slipped into their carts now and then.

Place: four big stores in Athens, Greece.

A self-check scoring sheet featuring 15 prompts tied to measurement factors went out to shoppers
picking at least three groceries with eco-friendly traits.

· Techniques and Modeling

The study used several advanced methods together, applied through SPSS along with LISREL

An early version of the measurement setup was built using a layout where every one of the 15 observed
indicators linked to each of the four hidden factors (ENV-C, ECO-C, REL-C, GA-C).

· Exploratory Factor Analysis (EFA):

A method called PCA, using VARIMAX adjustment along with Kaiser’s scaling, helped group the 15
measured items into 4 underlying factors - this relied on loadings at or above 0.6.

· Scale Reliability Testing:

The scales - clusters of indicators - for every one of the four hidden factors got checked for consistency
through Cronbach’s Alpha approach; a cutoff point at or above 0.6 served as the benchmark for approval.

· Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM):

The final path diagram got checked through CFA along with SEM inside LISREL 8.

The exams checked how well the model fits by looking at things like Chi-Square - comparing it to degrees
of freedom with a cutoff at 3.0 - while also focusing on measures including RMSEA, RMR, SRMR aiming
near zero; alongside that, values such as GFI, NFI, NNFI, CFI, RFI, IFI were expected to hit at least 0.9.

Findings

· A strong link showed up - about 0.72 - between how people think about money matters and eco-
awareness. That means folks who often choose green products tend to view saving cash and
protecting nature as going hand in hand, meeting their own goals while also doing something good
for society.
· A fresh look tied to trust - results show folks link eco-friendly labels or badges directly to how
dependable they think a product really is.
· Different from other models - this one splits things into three parts: awareness, what you know, plus
how dedicated you are.

Choosing stuff depends on how inner awareness parts work together - like a team - not just eco-
awareness by itself.
Scope of Study
This study examines the underlying reasons why consumers choose—or choose not to choose—
sustainable products, identifying the major factors that shape their purchasing decisions. The scope is
intentionally narrow and focused on understanding the gap between consumers’ expressed
environmental concern and their actual buying behaviour. Instead of broadly exploring environmental
values, the study specifically investigates four key barriers: price sensitivity, limited availability of
sustainable options, distrust arising from greenwashing or exaggerated eco-friendly claims, and low
awareness about what “sustainable” truly means. The research also measures consumers’ willingness to
pay a higher price, particularly whether a 1–5% premium is viewed as reasonable for sustainable
alternatives.

The study further looks at how stable sustainable choices are over time. It examines whether consumers
remain committed to eco-friendly products after the first purchase or whether their interest declines due
to factors such as inconvenience, dissatisfaction with product performance, or lack of habit formation.
This longitudinal perspective helps determine whether sustainable consumption patterns are temporary
trends or lasting behaviours.

In terms of product categories, the research focuses on commonly purchased items such as shampoo,
dishwashing liquid, and basic T-shirts. These products were selected because they represent everyday
essentials where consumers frequently make purchase decisions, allowing for clearer insights into
consistent behaviour. Keeping the product scope limited also helps ensure depth and precision in the
analysis rather than broad, surface-level generalizations.

Geographically, the study restricts its sample to consumers residing in the Greater Toronto Area. Limiting
the scope to a single metropolitan region allows for a more controlled analysis since factors like product
availability, income distribution, and sustainability awareness can vary significantly across regions. This
geographical focus ensures that the results reflect a consistent market context instead of mixing different
regional realities.

The demographic scope includes individuals aged 18 and above, categorized into generational groups—
such as Gen Z, Millennials, and older adults—to observe whether age influences sustainable purchasing
behaviours. Income levels are also considered, as financial capability significantly affects consumers’
willingness to experiment with or repeatedly purchase eco-friendly alternatives. As a result, the findings
of this study apply specifically to the demographic and regional profile defined here and should not be
generalized to populations outside this scope without caution.

Additionally, the study limits itself to consumers rather than businesses, policymakers, or retailers. It
focuses strictly on purchase decisions, attitudes, and perceptions at the individual level. Broader factors
such as supply chain sustainability, corporate environmental strategies, or government policy
frameworks fall outside the boundaries of this research, ensuring that the project remains concentrated
on consumer behaviour alone.
Research Methodology
Research Design

The research uses a numerical method - mainly descriptive along with

some exploratory elements. That setup works well because the main
goal is to:

Describe the current state of consumer awareness, purchase

frequency, and product preferences regarding sustainable products.

Look into how age, income, or education link up with what people are
ready to spend - or actually buy.

Spot the biggest hurdles - like cost or how easy something is to get -
that stop people buying eco-friendly stuff regularly. Figure out just
how much each one matters.
Data Collection

Info came from an organized digital form people filled out

themselves. This form aimed to collect details on multiple main
topics,

Socio-demographics: Age range, sex, schooling background - also

family earnings.

Sense of what eco-friendly items are, along with how much weight
people give to green choices when buying stuff.

Pick habits: how often folks actually buy - like "Always," "Once in a
while," or "Not really" - along with the kinds of items they usually go
green on, say groceries, clothes, or skincare stuff.

Motivation and what stops people - worries about nature often

push folks to act, yet cost issues or products being hard to find
hold them back; sometimes fake claims mess things up too.

Price Sensitivity: Willingness to pay a premium for 100%

sustainable products (e.g., 1-5% more, 6-10% more).

The survey used different types of scales - like 5-point rating

options - to help gather solid number-based results.

Sampling and Sample Size

People 18+ who handle or help decide what their homes buy.

Picking people this way? Went with whoever was easy to reach -
handed out the survey through random online spots, like Facebook
or group emails.

Sample Size: We wanted at least [Insert Target Number, e.g., 200]

finished answers so results would show clear patterns when
checked closely or compared across groups.
Data Analysis

The gathered survey info got sorted, fixed up, then checked through
Excel along with Power Bi. These number methods were used:

Frequency counts along with proportions helped show how responses

spread across groups like buying habits or obstacles people face -
also which items they pick most. For ratings or scored answers,
averages paired with typical variation measures gave a clear picture of
general opinions. Findings from this step highlighted main roadblocks
buyers hit plus common shopping behaviors seen in the group.

Cross-tab stuff with chi-square checks how two types of categories

link up - like looking at gender versus how often people buy things, or
income level tied to what they’re willing to shell out.

Inferential Stats (Correlation/Regression): To check how strongly two

things move together in a straight-line pattern - like perceived value of
eco-friendliness versus real buying habits - the Pearson method was
applied. When needed, we turned to multiple regression to see which
elements, like knowledge level or earnings, might hint at how much
someone’s ready to spend.
Analysis
Demographics of Sustainable Product Consumers

Survey findings show caring about nature matters more than age or
income when buying eco-friendly items - yet patterns did pop up

Youth between 18 and 34 buy eco-friendly items most often - those

from 35 to 54 come just behind. While younger adults lead in green
purchases, mid-aged ones aren’t far off.

Most folks who consistently buy eco-friendly items earn decent pay,
which hints that cost still keeps cheaper-earning people from picking
them up.

People who finished college or went further tended to care more

about eco-friendly choices when buying stuff - especially those with
advanced schooling. Their level of education often shaped how they
shopped, steering them toward greener options instead of ignoring
environmental impact.
Key Purchase Motivators

When consumers were asked to rank factors influencing their

decision to purchase a sustainable product, the following were the
most frequently cited motivators:

This indicates that the direct, tangible benefits to the consumer

(health, quality) often outweigh the abstract benefit to the
environment, though the latter remains crucial.
Barriers to Sustainable Consumption

Some folks mentioned several key problems that keep 'em from
picking green choices regularly - cost’s too high, items aren’t easy
to find, or they don’t believe what the labels say

Three in four folks reckon green options drain your wallet much
more than everyday items, so swapping feels rough - especially
when prices sting this bad
Lots of people - around 58% - find it tough to find green options at
regular spots like grocery stores or national retailers. On top of that,
close to two in five aren't buying what companies claim about
sustainability; they’re skeptical it's nothing but flashy talk designed to
pull customers in, making it harder to pin down genuinely Earth-
friendly products.

1 outta 4 people weren’t sure if green choices - like soaps or lotions -

actually do the job as well as standard options.
4. The Role of Information and Labeling

The look of familiar third-party tags - such as USDA Organic or Fair

Trade Certified - gave buyers more trust, which also made them more
likely to purchase.

Most folks believed info on tags about safe stuff inside or workers
being treated right - they got the highest trust ratings.

Many folks preferred straightforward info printed directly on the

package - such as what portion can be recycled or its carbon footprint
- so they’d grasp it quickly, since spotting those details upfront cut
down guesswork.
5. Purchase desire ain't always what drives real buying moves -

what folks say they’ll do often drifts from what they actually end up
doingA big difference between what people say and do showed up:

Most people - around 92 percent - said they think it matters to help

nature by what they buy. Some even felt really strong about it.

Just 35% said they usually go for eco-friendly picks if regular ones are
around - shows how what people say doesn’t always match what they
do, mostly because of the hurdles talked about in Part 3.
Findings & Conclusion
Key Findings

The review showed buying eco-friendly items happens now and then - more
often than never, but not regular - with most people picking "Sometimes" when
asked how frequently they buy. That shaky pattern links straight to the main
hurdles found:

Cost stops most people: being too expensive is the main issue. Most buyers
won’t pay more than 1–5% extra for eco-friendly options. That means if green
products want wide use, they’ve got to match regular prices - staying under a
5% difference matters big time.

Lots of folks struggle just finding eco-friendly picks - options are slim or hard to
reach. On top of that, sketchy green labels muddy the waters, so it’s tough to
know what's actually sustainable. Add in poor understanding overall, and
clearly people need clearer info they can trust.
Even when people mean well, things like cost or lack of access get in the way -
so what they say matters often doesn’t match what they actually do. When it
comes to eco-friendly choices, real-world hurdles beat out good wishes every
time.

Implications and Recommendations

To spark regular buying habits, attention should move beyond boosting

shopper curiosity - instead tackling the main roadblocks that stop purchases.

Pick low prices or wider reach - companies need cheap setups plus easy
spread to grow. Stick to that 1–5% price bump rule if you want regular folks
buying, not just a few rich ones.
Boost openness plus awareness: Tackling greenwashing by using solid proof
from independent checks and open sourcing paths firms use builds credibility.
At the same time, focused outreach to buyers helps clarify confusion - right
now it's hit or miss - and supports steadier buying choices.

So here’s the thing - getting more people to choose eco-friendly stuff really
comes down to three things: make it simple, easy to get, or priced like regular
options. Tackle the cost hurdles and delivery issues we found, then businesses
could turn curiosity into real habits. That way, what folks say they’ll do lines up
with what they actually do.