The Impact of Sustainable Product Design on Consumer Purchase Decisions: Factors influencing consumer behavior

Abstract

This study examines the factors influencing consumer behavior towards sustainable products. Here, the particular attention is given to trust in sustainability claims, supply chain transparency, and eco-label certifications with an aim to investigate how these factors effect on consumers purchasing decisions, their willingness to pay, and purchase intentions towards sustainable products. A quantitative research approach was adopted, and the data were collected through a structured questionnaire. The sample size was 250 respondents, where 224 valid responses were recorded and included in the dataset. The collected data was then analyzed using descriptive statistics, reliability analysis, factor analysis, correlation, and regression analysis. The findings showed that measurement of items was reliable and suitable for the analysis. The further results revealed that the trust in sustainability claims positively influenced the purchase decisions and supply chain transparency also positively affected the willingness of pay for sustainable products. Eco-label certifications significantly enhanced customer purchase intentions, which among other factors, turned out to be the strongest predictor of purchase intention. The study also found that sustainable consumer behavior is multidimensional and shaped by a combination of personal commitment, external influences, and trust-related factors. Finally, the study concluded that the customers are more likely to support sustainable products when the information is credible, transparent, and verifiable. The findings provide useful insights for business and marketeers who are seeking to promote sustainable consumption and strength consumer confidence in sustainable products.