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The Green Consumer Revolution: A Study on Sustainable Product Preferences
Abstract
Over the past few years, eco-friendly and sustainable consumption has become the focus of a rising trend, fueled by rising environmental awareness and the need to adopt such practices. People are increasingly aware that their products lead to environmental degradation (pollution) and are considering purchasing green products. This study aims to understand environmentally conscious consumers' preferences and behaviours towards such products. This study offers business and policy contributions by identifying the drivers of eco-conscious consumer choices and beginning to engage with an emerging and significant market segment. In addition, obstacles and limitations that hinder companies from adopting eco-friendly products and sustainable practices were identified. This study's findings will reinforce the momentum of environmental consciousness of consumption by providing information regarding strategies for sustainable product development, marketing, and policy making.
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