A Study on Identifying Factors Affecting Sustainable Buying Behavior

Abstract

Sustainable buying behavior signifies that considering buying decisions aim to reduce the impact on the environment, encourage democratic societies and assure economic sustainability. Consider the product's lifespan; utilize environmentally friendly materials, support sustainable trade practices, as well as decrease wastage through reuse and recycling. It indicates a shared commitment for developing an ideal environment and society for current as well as future generations. In this investigation, we examined the significant factors affecting sustainable buying behavior. We employed quantitative and qualitative analysis approaches. We conducted a questionnaire-based investigation with 650 people from different cities in India. Statistic Package for Social Science (SPSS) analytical software is used to evaluate the key elements that influence long-term sustainable buying behavior. Cronbach's alpha coefficient (CAC) was employed to assess the questionnaire's dependability, while Confirmatory Factor Analysis (CFA) was utilized to determine its validity. We analyzed seven variables, including green self-efficacy, green attitude, green product knowledge, individual’s value for green consumption, environmental intention, value for money perception and green purchase intention. This research finding demonstrates that individuals' values towards green consumption have a significant positive impact on factors affecting sustainable buying practices. This shows that the beneficial relationship between individuals' values and green consumption has a considerable influence on sustainable buying decisions. Value for money perception, has a low-level impact on variables influencing sustainable buying behavior, suggesting that financial considerations can play a less important role in developing sustainable buying behavior.