Shifting Consumer Awareness for Usage of Eco-Friendly Products to Achieve Sustainable Developmental Goals: A Study in Mumbai, India

The transition towards sustainable development hinges on the widespread adoption of eco-friendly products, making consumer awareness and behavior critical components of environmental progress. This study examines how demographic variables—particularly age, income, and education—influence the purchasing decisions and attitudes of consumers in Mumbai, India, toward eco-friendly products. In a city marked by economic disparity and rapid urbanization, understanding these behavioral patterns is essential for the formulation of effective sustainability strategies. A comparative analysis of different socio-economic groups reveals distinct preferences in eco-friendly product consumption. While both middle-income and high-income groups demonstrate similar purchasing frequencies, their choices are shaped by sector-specific interests. High-income consumers tend to prioritize eco-friendly health and cosmetic products, indicating a focus on wellness and luxury. In contrast, middle-income earners primarily seek sustainable household products, reflecting more utilitarian needs. These differences suggest the importance of customized marketing approaches tailored to specific income brackets. Affordability emerges as a significant barrier to the widespread adoption of green products. Although high-income consumers exhibit greater flexibility in accommodating higher costs, middle- and lower-income groups are often deterred by premium pricing. Strategies such as price subsidies, bulk discounts, and local manufacturing can alleviate cost-related challenges and promote inclusivity in sustainable consumption. The urban-rural divide further complicates access to eco-friendly alternatives. Urban residents are more exposed to green products and marketing campaigns, while rural populations face limitations in availability and awareness. Bridging this gap requires the expansion of sustainable product distribution networks and infrastructure in non-metropolitan regions. The study also emphasizes the potential of youth engagement and education in fostering long-term sustainable practices. Digital marketing through social media and influencer-led campaigns can effectively mobilize younger consumers, while environmental education in schools can instill eco-conscious values from an early age. Overall, the findings underscore the necessity of demographic-sensitive strategies in promoting sustainable consumption. Policymakers, educators, and businesses must collaborate to design inclusive, accessible, and targeted interventions that align consumer behavior with the broader goals of sustainable development.