Environmental Consciousness and Consumer Perception as Determinants of Market Accountability: A Mixed-Methods Model of Sustainability Attitude Formation and Behavioural Intention

Abstract

Purpose: This paper will explore the association between environmental awareness and consumer perception, with the emphasis of determining the effect of sustainability awareness on consumer behaviour and decision-making. Particularly, the analysis determines the influence of the attitude towards sustainable brands and sustainable brand products, based on the degree of environmental consciousness- as the tool of analysis in the perception of consumers in the framework of sustainable practices.

Methodology: The mixed-methods approach will be used in the study to integrate quantitative and qualitative methods to gain in-depth understanding of consumer psychology. Online survey will help in capturing consumers perception and behavioural responses, whereas semi structured interviews will give a deeper qualitative insight. The causal relationships between the most significant variables are tested with the help of the regression analysis based on Smart PLS, and thematic analysis of the interview data demonstrates the motivational and perceptual factors that stimulate the eco-conscious consumer behaviour.

Findings: The results prove the existence of a strong correlation between environmental awareness and consumer image indicating the importance of psychological and attitudinal determinants in influencing sustainable buying behaviour. Combining statistical and thematic knowledge, the study offers a comprehensive knowledge of the consumer internalization process of sustainable practices and its subsequent conversion in behavioural performance.

Practical Implications: The findings provide practical suggestions to brands and retailers that want to enhance their sustainability in positioning. Through the knowledge of how the environmental consciousness reflects on consumer perception and behaviour, organisations will be in a position to structure their marketing strategy, product development and sustainability programs along with consumer values thus creating trust and long-term interests with the consumers.

Originality/Value: This research has a contribution on the theoretical and empirical discussion of green practices because it attributes environmental awareness to consumer perception and behaviour using a psychological approach. The dual-method analysis and integrated design offer a solid structure of studying the formation and operationalization of sustainability attitude and have significant implications to scholars and practitioners of sustainability-related market research.