CONSUMER ATTITUDES AND PURCHASE INTENTIONS TOWARDS ECO-FRIENDLY PRODUCTS

Abstract

Consumer attitudes and purchase intentions towards eco-friendly products have become increasingly important in the context of sustainability and environmental responsibility. This article delves into the theoretical foundations, factors influencing consumer behavior, challenges, and strategies for promoting eco-friendly products. It discusses the application of the Theory of Planned Behavior (TPB) and the Value-Belief-Norm Theory (VBN) in understanding consumer attitudes and intentions. The TPB emphasizes the role of attitudes, subjective norms, and perceived behavioral control, while the VBN theory underscores the significance of environmental values, beliefs about environmental consequences, and personal norms in shaping eco-conscious consumer behavior.

Challenges and barriers in eco-friendly consumption, including skepticism about green claims, limited availability, affordability, and inconvenience, are examined. Skepticism and doubts about the authenticity of eco-friendly claims often hinder positive attitudes and purchase intentions. Limited availability and affordability can deter consumers, despite their positive attitudes towards sustainability. Education and awareness campaigns, incentives, transparent eco-labeling, product innovation, and collaborative efforts are identified as key strategies for promoting eco-friendly products. These strategies aim to bridge the gap between positive consumer attitudes and actual purchases, empowering individuals to make sustainable choices. As the world embraces the need for sustainable practices, understanding the dynamics of consumer attitudes and intentions towards eco-friendly products is crucial for fostering a more environmentally responsible society. The findings presented in this article provide a foundation for further research in the field of sustainable consumer behavior.

Keywords: Consumer attitudes, Purchase intentions, Eco-friendly products, Sustainability