BALANCING SUSTAINABILITY AND COST: THE EXPLORATION OF DIFFERENT FACTORS THAT AFFECT A CONSUMER’S BEHAVIOR TOWARDS ECO-FRIENDLY PRODUCTS

Abstract

The researchers explored the potential factors influencing consumers’ decisions to either reject or purchase eco-friendly products. The study aims to promote environmentally sustainable choices that contribute to the preservation of natural resources. Understanding the various factors behind purchasing decisions helps identify the barriers and motivating forces that influence consumers to opt for eco-friendly products. The researchers employed a qualitative research design using a phenomenological approach, which focuses on understanding individuals’ lived experiences and perceptions related to the subject. The study explores the factors that influence consumers’ decisions to purchase eco-friendly products, using data gathered through interviews with three respondents. The findings reveal that environmental awareness motivates consumers to choose eco-friendly options, viewing them as a solution to pressing issues such as climate change. However, price remains a major concern, as respondents often prioritize affordability over sustainability, despite recognizing its benefits. Packaging attributes and certifications also play a crucial role, with consumers preferring products that are supported by credible and transparent claims to ensure authenticity. a. Environmental Awareness Consumers view eco-friendly products as essential in addressing global environmental issues such as global warming and climate change. The continued use of these products is believed to have a positive, large-scale impact on the planet. b. Price While consumers are well aware of the environmental benefits of eco-friendly products, affordability remains a significant concern. Most respondents prioritize cost over sustainability, especially those managing tight budgets. c. Packaging Attributes and Certifications such as “FDA-approved” and transparent labeling practices significantly influence consumer purchasing decisions. The study found that respondents are highly cautious of misleading claims and fabricated information. They tend to verify the legitimacy of certifications before committing to the purchase of an eco-friendly product.