The continued focus on the environmental conservation across the globe makes the populace including the businesses and consumers change their behavior towards the environment. This research aims at determining the degree to which sustainable business practices affect the consumers’ buying behaviour. Combining quantitative online questionnaire with 500 participants and qualitative interviews the study aims to examine consumer knowledge, attitude, and practices concerning sustainable products. This paper establishes that sustainability affects consumer behavior and the factors include pricing sensitivity, perceived product quality, and brand credibility. Drawing on the literature, the study establishes various challenges, which include higher prices and a limited stock of sustainable products, that influence consumers’ actions. This study enriches the knowledge of consumer behaviour in the context of sustainability and provides recommendations to organisations interested in the issue. As a consequence, the conclusions of these analyses outline the importance of the increased availability of products with sustainable characteristics and call for better clarity with sustainability features, claiming that companies that carefully explain their sustainable practices have a stronger customer base and a better reception in the market.
Sustainable, Consumer, Purchasing, Decision, Awareness
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