Balancing Price and Purpose: How Consumer Behaviour Shapes Sustainable Pricing Decisions

Abstract

This study explores consumer behavior toward sustainable marketing strategies within the urban population of Delhi. It investigates how demographic factors, purchasing preferences, and perceptions influence the adoption of eco-friendly products. Using a sample of 500 respondents collected through convenience sampling, the research employs descriptive statistics, correlation analysis, logistic regression, and cluster analysis to identify patterns and relationships. The findings reveal that while consumers express a willingness to pay more for sustainable products, price sensitivity and skepticism about corporate sustainability claims remain significant barriers. Female consumers show a stronger preference for eco-friendly products when provided with transparent and credible information. The analysis identifies three distinct consumer segments: eco-conscious advocates, pragmatic buyers, and skeptical consumers, each with unique attitudes toward sustainability. The study emphasizes the importance of transparency, affordability, and education in shaping consumer behavior. It offers practical recommendations for businesses to enhance consumer trust and engagement through targeted, sustainable marketing strategies. This research provides valuable insights for companies seeking to align their marketing efforts with evolving consumer expectations and environmental responsibility.