A Study on Consumer Behavior and Sustainability- Understanding Young Consumers' Preferences for Eco-Friendly Brands

Consumer behavior is evolving as sustainability becomes a growing concern, especially among young consumers. This study explores the preferences of young consumers for eco-friendly brands, focusing on factors such as social media influence, affordability, and awareness. With the rise of digital platforms, social media has become a key driver in shaping purchasing decisions and promoting sustainable consumption. This research aims to determine whether social media awareness, affordability, and engagement with sustainability influencers impact young consumers' preferences for eco-friendly brands. A survey was conducted among 50 college students, and statistical tests, including the chi-square test, were used to analyze associations between these factors. The findings indicate that affordability significantly affects purchasing decisions, while social media awareness alone does not directly influence eco-friendly preferences. However, sustainability influencers play a role in promoting reusable product adoption. The study provides insights for businesses and policymakers to enhance sustainability marketing strategies and encourage responsible consumer behavior.