Consumer Barriers to Sustainable Product Adoption: A Comparative Perspective

Abstract

Purpose and Objective of the Study: Sustainable products are becoming widely popular nowadays as they provide immense opportunities to combat environmental issues but gaining consumer acceptance becomes a major hurdle. This study explores and analyse the different factors that hinder consumers from efficiently adopting and consuming sustainable products in their daily lives.

Materials and Method: A mixed-method research design was adopted, combining both descriptive and analytical approaches. Data was gathered from 106 participants residing across different cities of India through a structured Google Form. Statistical tools such as Factor Analysis, Kruskal-Wallis test and Cluster Analysis were used to assess the key challenges encountered by consumers.

Research Implication: The study uncovered challenges at three different levels: social, economic, and environmental. Out of these, economic and environmental challenges were found to have a more significant influence on consumer decisions regarding sustainable product usage. As per the results obtained from Kruskal-Wallis test, food and beverages emerged as the most commonly used sustainable products, while technology and transportation were the least adopted.

Practical Implications: To overcome financial constraints associated with sustainable products, the study recommends that policymakers should consider introducing and creating awareness about subsidies or tax incentives. Retailers can also support this adoption by bringing volume-based discounts or financing options. Additionally, awareness programs emphasizing long term financial savings and ecological advantages may also help to shift consumer behaviour towards sustainable products.