Influence of sustainability on the purchase decision of products

Eylem Bulut, Berkin Yildirim, Amélia Brandão, Bruno Miguel Vieira, Victor Tavares


Purpose: This study discusses the question of whether the aspect of sustainability plays a role in the consumer’s purchase decision about green purchase and behavior toward green products.

Methodology: Mixed methods research (combining elements of quantitative research and qualitative research) were used to answer the research question.

Findings: It was found that price awareness and brand awareness of customers have a great influence on their buying behavior for the sustainable product. Price awareness is the strongest element that influences customers' buying behavior. The results of the study show that a person who is aware of environmental concerns and has brand awareness of sustainable products has a higher preference in sustainable buying behavior.

Originality: This study indicates how customers will tend to buy green products and the way they are going to make decisions while purchasing a green product that they think is sustainable on purchase decisions and also eco-friendly. Environment friendly products are found to be more reasonable by the customers to respect the environment and the role of sustainability in the purchase decision.

This behavior that showed by customers found out that they are more conscious and careful about environment and ecological issues.

Keywords: Sustainability, green labels, green marketing.

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