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VOL. 7, ISSUE 3 (2025)
A study on consumer awareness and its impact on demand for sustainable products
Authors
Ajay Reddy, Dr. Sivaprakkash
Abstract
The study addresses consumer knowledge and
behaviour concerning sustainable products in developing countries, focusing on
sustainable consumption to reduce environmental harm. The study examines the
factors affecting the demand for sustainable products, sources of awareness,
purchasing patterns, and challenges to adopting organic products. A descriptive
research design was used, with data collection from 102 respondents using
structured questionnaires through convenience sampling in rural, semi-urban,
and urban locations. The study results confirm that awareness of sustainability
is gaining momentum, especially among younger people and people with higher
levels of education. However, gaps in knowledge/ awareness still exist due to
costs, lack of trust in eco-labels, and availability of sustainable products.
On the social side, the results identified education, social media, and
advertisements as important motivators in driving awareness of sustainability,
but scepticism and affordability remained barriers to changing behaviour.
Regarding policy implications, more transparency in eco-labelling is required,
sustainability education should be a focus within the education system, and
pricing strategies, including subsidies, may be required to improve access to
sustainable products. The study acknowledges that all individuals within
society, policy, and business are responsible for working together to close the
attitude-behaviour gap and encourage pro-sustainable consumer behaviour
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Pages:1-9
How to cite this article:
Ajay Reddy, Dr. Sivaprakkash "A study on consumer awareness and its impact on demand for sustainable products". International Journal of Management and Commerce, Vol 7, Issue 3, 2025, Pages 1-9
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