Deciphering Sustainable Product Preferences: Insights from Indian Consumer Behavior

Consumer health and wellness are increasingly threatened by the deteriorating state of the environment, both locally and globally. Pollution, deforestation, habitat destruction, and climate change are among the myriad environmental challenges that directly impact human well-being. From air and water pollution to the depletion of natural resources, these environmental issues have profound implications for public health, exacerbating respiratory diseases, waterborne illnesses, and other health problems. In response to these environmental challenges, consumers are becoming more environmentally conscious in their purchasing decisions. They are seeking products and services that minimize harm to the environment, promote sustainability, and contribute positively to ecological conservation efforts. This shift in consumer preferences is driving the demand for sustainable products across various industries, including food and beverages, personal care, fashion, and household goods. Sustainable product marketing plays a critical role in addressing these consumer demands while also mitigating environmental impacts. By promoting products that are ethically sourced, eco-friendly, and produced using environmentally sustainable practices, businesses can align their operations with environmental conservation goals. This involves adopting eco-friendly packaging, reducing carbon emissions throughout the supply chain, and supporting renewable energy initiatives. In the context of the current study aiming to examine consumer purchasing patterns for sustainable products in India, the results offer valuable insights into the interplay between environmental consciousness, demographic factors, and consumer behavior. By delving into these dynamics, the study sheds light on the multifaceted influences that shape consumers’ decisions regarding sustainable products.