Author(s) :

Dr.Shamsi Sukumaran, Theja Meethale Kattil ,Guru Karthika.K.

Volume/Issue :

Abstract :

This study provides an overview of the exploration content "A study on factors influencing students’ choice of Purchase in sustainable products”. The growing focus on environmental sustainability is changing how people, especially young individuals, make purchasing decisions. This research looks at the factors that influence students' choices of sustainable products, providing insights into their motivations, preferences, and challenges. It focuses on how personal consumption can contribute to sustainability. The study is grounded in the context of growing environmental concerns and the role of individual consumption in fostering sustainability. Key factors examined include environmental awareness, social influence, product quality, cost, and brand trust. Data was gathered using surveys and interviews with students from different academic fields. Tools like factor analysis helped identify the main drivers behind students' choices. The findings show that environmental awareness and social influence strongly affect students' decisions to buy sustainable products. However, high costs and limited availability are significant obstacles. Trust in brands and transparency also play an essential role in purchasing decisions. Additionally, brand transparency and trust emerged as crucial in shaping purchasing decisions. The research highlights the need for educational programs and marketing strategies to encourage students to choose sustainable products. Suggestions include making products more affordable, improving accessibility, and using social media to increase awareness and peer influence. This study provides valuable insights for policymakers, businesses, and educators aiming to promote sustainable consumption and support a greener future.

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