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Sustainability and Consumer Behaviour: The Impact of Eco-Preference on Willingness to Pay for Sustainable Products

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Issue Abstract

Abstract

Environmentally and socially responsible business practices have increased through the impact of sustainable marketing campaigns, but this has not resulted in a clear pattern of consumer activity. Therefore, effectively engaging consumers has become an essential strategy for encouraging sustainable consumption patterns. This paper will discuss sustainability in consumer engagement and its importance.

A conceptual and analytical research methodology that is based on an extensive review of current literature on sustainable marketing, consumer engagement, and consumer behavioural theories is used in this research. The integration of this literature will allow this research to analyze essential consumer engagement strategies that include trust-building communication styles, open communication, ethical communication styles, incentive-based engagement styles, and avoiding greenwashing.

This research has shown that sustainable consumer engagement is an essential intermediary between sustainability awareness and actual consumer behavioural outcomes. Consumer engagement styles that align with consumer values and reduce consumer scepticism while increasing perceived trustworthiness are more effective in creating sustainable consumer behaviours. Furthermore, this research has highlighted that information-based consumer awareness is not enough without actual engagement that encourages emotional relationships and trust.

Keywords: Ethical communication, trust, sustainable marketing, behaviour change, sustainable consumer engagement.

Author Information
Rama lakshmi Assistant professor, Department of Business Administration, Syed Ammal Engg College. Noorul fowmitha P.G. Student, Department of Business Administration, Syed Ammal Engg College. Ramanathapuram, Tamil Nadu.
Issue No
3
Volume No
12
Issue Publish Date
05 Mar 2026
Issue Pages
74-84

Issue References

References

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