Consumer Awareness and Sustainable Consumption: Factors Influencing Green Purchasing Behaviour

Abstract

Growing environmental concerns, climate change, resource depletion, and increasing awareness of sustainable development have significantly influenced consumer purchasing decisions across global markets. In recent years, sustainable consumption has emerged as a critical component of responsible economic development, encouraging individuals to consider the environmental, social, and ethical consequences of their consumption patterns. Green purchasing behaviour, which refers to consumers' preference for environmentally friendly products and services that minimize ecological harm throughout their life cycle, has gained considerable attention among researchers, policymakers, and business organizations. As consumers become more informed about environmental issues, companies are increasingly integrating sustainability into product design, production processes, packaging, and marketing strategies to meet evolving consumer expectations. However, despite growing awareness of environmental sustainability, a noticeable gap often exists between consumers' positive attitudes toward green products and their actual purchasing behaviour, making it essential to understand the factors influencing sustainable consumption.