Consumer Attitude towards Sustainable products Factor Analysis approach

The paper delves in understanding the attitude of consumer towards the sustainable products. Present day market mainly focusing on sustainable products where it has high profit margin with higher price of products due to its sourcing and manufacturing process. But people suddenly shifting towards sustainable side is not so easy. Research Understands factors influencing the consumer to buy the sustainable products. Initially all the possible variables were chosen to run factor analysis with 140 responses and then variables were reduced to 4 components and carried out to regression analysis. In reversion around 70 responses were composed and analysed which variable has highest effect over dependent variable. It was found 70% to 80% variance in Consumer attitude can be attributed to ethical alignment and sustainability perception as stronger influence.