DRIVERS OF SUSTAINABLE PURCHASING: CONSUMER DECISION-MAKING IN A QUALITY-CONSCIOUS ERA
DOI:
https://doi.org/10.55955/520006Keywords:
Sustainable purchasing, consumer behavior, quality consciousness, environmental awareness, decision-makingAbstract
Objective: This study aims to identify and analyze the key drivers influencing sustainable purchasing behavior among consumers in an increasingly quality-conscious era. It seeks to understand how factors such as environmental awareness, perceived product quality, social influence, and ethical considerations shape consumer decision-making. Design: The research adopts a quantitative approach using a structured questionnaire to collect primary data from consumers. Relevant variables are identified through an extensive literature review, and analytical techniques such as multi-criteria decision-making (MCDM) are applied to evaluate and prioritize the drivers of sustainable purchasing. Findings: The results indicate that perceived quality, environmental concern, and trust in sustainable claims are among the most influential drivers of consumer choices. Social norms and awareness also play a significant role, while price sensitivity continues to act as a moderating factor in sustainable purchasing decisions. Policy Implications: The findings suggest that policymakers and businesses should focus on promoting transparency, improving product quality, and enhancing consumer awareness to encourage sustainable consumption. Effective labeling and awareness campaigns can further strengthen consumer trust and adoption. Originality: This study contributes to the existing literature by integrating quality consciousness with sustainability perspectives and applying advanced decision-making techniques to prioritize influencing factors in consumer behavior.
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