Consumer Behaviour towards Eco-Friendly Products: Key Insights from December 2022 Study

A recent study published in the International Journal of Food Sciences and Nutrition by Nikita Yadav (Jagran Lakecity University) investigates the factors that influence consumer demand for eco-friendly products. Given the global push toward sustainability, understanding what drives or hinders the purchase of green products is critical for businesses, policymakers, and environmental advocates.

Background and Context

Eco-friendly products are designed to minimize environmental damage during production, use, and disposal. Despite their growing popularity, doubts persist about what truly motivates consumers to buy these products. A common belief, supported by the classical law of demand, is that higher prices of green products reduce their demand.

However, increasing ecological concerns such as climate change, pollution, and habitat destruction have heightened consumer awareness and interest in sustainable choices. This study explores not only price sensitivity but also less commonly examined factors impacting demand.

Methodology and Data

Using an automatic linear modeling approach applied to survey data, the study analyzed various variables including:

• Awareness and knowledge about eco-friendly products
• Price perceptions
• Accessibility and availability
• Product quality
• Brand reputation

The study aimed to identify the most significant drivers behind consumers choosing ecological products.

Key Findings

• Price Impact Is Minimal: Contrary to common assumptions, the price of eco-friendly products has a minimal effect on consumer demand.

• Most Significant Factors:

  • Accessibility: Ease of finding and purchasing eco-friendly products plays a crucial role.
  • Quality: Consumers prioritize product effectiveness and reliability.
  • Brand: Established brands that communicate green values attract higher demand.

• Other Influential Elements:

  • Awareness and environmental concern strongly affect buying behavior.
  • Social, cultural, economic, psychological, and personal factors also shape consumer decisions.
  • Misinformation or lack of clear understanding about what qualifies as eco-friendly can limit adoption.

Challenges in the Eco-Friendly Market

• Higher production costs often lead to premium pricing.
• Inadequate availability and poor product labeling deter consumers.
• Some consumers resist switching from conventional products to save money, despite growing ecological pressures.
• Youth engagement and education remain key for long-term sustainable consumption patterns.

Implications for Stakeholders

• Businesses: Should improve product accessibility, maintain high quality, and build trustworthy green brands.
• Policymakers: Need to foster awareness campaigns and supportive regulations that enhance consumer knowledge and facilitate market access.
• Consumers: Must be better educated on the true environmental impact and benefits of eco-friendly products.

Conclusion

This study refutes the conventional wisdom that higher prices deter eco-friendly product demand. Instead, it highlights accessibility, quality, and branding as pivotal factors. To accelerate green consumption, coordinated efforts by producers, governments, and consumers are essential.

Keywords: Eco-Friendly Products, Consumer Behaviour, Environmental Awareness, Accessibility, Product Quality, Brand Influence, Sustainable Consumption

Reference:
Yadav, N. (2022). The Consumer Behaviour for Eco-Friendly Products. International Journal of Food Sciences and Nutrition, 11(8). https://doi.org/10.xxxx/ijfans.xxxxxxx

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