Design Delight Studio

Consumer Behaviour for Eco-Friendly Products: Key Insights

Overview

A December 2022 study published in the International Journal of Food Sciences and Nutrition by Nikita Yadav investigates the factors influencing consumer demand for eco-friendly (green) products. The study challenges the common belief that higher prices significantly deter consumers from purchasing green products, instead highlighting other critical determinants of demand.

Context: Why Eco-Friendly Products Matter

Eco-friendly products are designed to minimize environmental damage throughout production, usage, and disposal stages. With escalating ecological problems such as global warming, rising sea levels, and extreme weather events, there is growing pressure on individuals and businesses to adopt sustainable consumption patterns.

Drivers of Ecological Impact

The study categorizes factors affecting ecological balance as:

• Direct Drivers: Habitat changes in ecosystems (terrestrial, marine, coastal, freshwater).
• Indirect Drivers: Population dynamics, economic activities, socio-political influences, culture, religion, and technological advancement.

Common Misconceptions

High price is often cited as the main barrier to purchasing eco-friendly products, aligned with the law of demand (higher price leading to lower demand). However, the study found the price to have a minimal impact on demand compared to other variables.

Key Findings Using Automatic Linear Modeling

The research identified multiple variables affecting demand for green products but found the most significant factors to be:

• Accessibility: Ease of acquiring eco-friendly products.
• Quality: Consumers prioritize reliable and high-quality eco-products.
• Brand: Trust and recognition in eco-brands strongly influence consumer choices.

Price showed only a minor influence, suggesting that many consumers are willing to pay a premium if these other factors are met.

Additional Influencers on Consumer Behaviour

• Awareness and Knowledge: Consumers with better understanding of ecological benefits are more inclined to purchase green products.
• Social and Cultural Factors: Social structures, marketing, and consumer attitudes directly impact buying behaviour.
• Government Policies: Effective policies can encourage sustainable consumer choices by fostering awareness and supporting accessibility.
• Health Concerns: Environmental and personal health considerations contribute substantially to consumers’ decisions.
• Perceptions and Packaging: Visual appeal and accurate green labeling matter in consumer acceptance.
• Youth Role: Younger generations are crucial drivers for green consumption given their influence on future market demand.

Challenges in the Market

• Eco-friendly products often face hurdles like poor availability, weak labeling, and consumer skepticism.
• Market penetration is limited by inadequate consumer knowledge and sometimes unclear definitions of what constitutes a green product.

Implications for Stakeholders

• Businesses: Should focus on improving product accessibility, enhancing branding, and ensuring quality while maintaining transparent environmental claims.
• Policy Makers: Need to design targeted campaigns that raise eco-awareness and incentivize green purchases.
• Consumers: Growth in environmental consciousness and health awareness is gradually shifting buying patterns.

Study Objectives Recap

• Identify factors affecting consumer awareness of eco-friendly products.
• Test if higher prices discourage green product purchases.
• Determine the key drivers influencing the decision to buy eco-friendly products.

Conclusion

The study’s major takeaway is that price, while relevant, is not the primary determinant impacting the demand for eco-friendly products. Accessibility, product quality, and brand reliability play more decisive roles in guiding consumer behaviour. For sustainable market growth, both producers and regulators must focus on these areas alongside enhancing environmental education to effectively drive green consumption.

Keywords

Eco-Friendly Products, Consumer Behaviour, Environmental Awareness, Accessibility, Quality, Brand Influence, Sustainable Consumption, Government Policies.

Source: Yadav, N. (2022). The consumer behaviour for eco-friendly products. International Journal of Food Sciences and Nutrition, 11(8). [Full text PDF available]

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.