Factors Affecting Pre-Purchase Psychological Behavior of Sustainability Conscious Consumers

Abstract

Purpose: The main purpose of this study is to identify the factors affecting Pre-Purchase behavior of Sustainability Conscious Consumers

Theoretical framework: Sustainability Conscious Consumers (SCC) are those who are conscious about issues related to environment, society andeconomy whilemaking a purchase decision. They make conscious effortto avoid unsustainable offerings and/or are willing to pay extra for sustainable value prepositions. SCCs are focal point of any sustainability business campaign and therefore it is important to understand their decision process.

Design/methodology/approach: The sample consisted of 120 sustainability conscious consumers who were surveyed using questionnaire. Snowball sampling technique was used to select the samples.

Findings: This paper's key finding was that five elements, a perception of retribution, availability to information, labelling and peer pressure, worry for health, and crisis situations influence the pre-purchase behaviour of sustainability-conscious consumers.

Conclusion and recommendation: This study conclude thatpre-purchase judgements are heavily influenced by a sense of punishment, availability to knowledge, branding and peer influence, and worry about health and crisis situation.T hese dimensions are antecedents to SCC which influence their pre purchase behavior too.