A Study on Consumer Preference for Products Priorizing Sustainability

Sustainability has become a key factor influencing consumer preferences and purchasing decisions. This study examines consumer attitudes toward sustainable products, identifying key drivers that influence their choices. The research explores awareness levels, perceived benefits, and barriers to adopting eco-friendly alternatives. Using a combination of surveys and secondary data analysis, the study evaluates how demographics, pricing, and brand perception impact consumer decisions. The findings provide insights for businesses aiming to align their marketing and product strategies with sustainability trends, contributing to both environmental conservation and competitive advantage.