Consumer behavior and socio-environmental products
challenges and opportunities for the market
DOI:
https://doi.org/10.14488/1676-1901.v24i3.5270Keywords:
Consumer, Eco, SustainabilityAbstract
This study explores consumer behavior regarding socio-environmental products, highlighting the gap in the literature concerning how socio-environmental issues influence purchasing decisions. The identified research gap pertains to the need for a deeper understanding of how consumers perceive and prioritize sustainable products and the factors that truly determine their choices. The objective of this work is to investigate consumer perception and behavior in a specific city, employing a methodological approach that integrates case study, bibliographic research, and descriptive research. The analysis reveals that, although there is a growing sensitivity among consumers to socio-environmental issues, the effective incorporation of these principles into purchasing decisions is still not predominant. The results indicate that price is the primary factor influencing purchase decisions, followed by product characteristics and brand trust. Despite some consumers' willingness to pay more for socio-environmental products, challenges such as lack of familiarity and limited availability of these products in the market are significant. Overcoming these barriers requires strategies for consumer education, competitive pricing, and effective marketing. The high environmental awareness among consumers presents opportunities for companies to highlight their sustainability efforts. This study contributes to a more detailed understanding of consumer behavior towards socio-environmental.
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