Consumer Behaviour Toward Sustainable and Ethical Brands

Abstract

Growing global concerns regarding environmental damage and social accountability have significantly influenced consumer purchasing patterns. Modern consumers are increasingly evaluating products not only on price and quality but also on ethical standards and sustainability practices. This study explores consumer behaviour toward sustainable and ethical brands, focusing on the underlying motivations, challenges, and preferences that influence responsible consumption. The research is based on secondary data collected from academic studies, industry publications, and market research reports. The findings highlight key determinants such as environmental awareness, ethical responsibility, perceived brand credibility, price considerations, and trust in sustainability claims. Although awareness of sustainable brands has expanded considerably, actual purchasing behaviour does not always align with positive attitudes. High pricing, limited accessibility, and skepticism regarding green marketing claims often restrict consistent ethical purchasing. The study concludes that sustainable and ethical brands must prioritize transparency, affordability, and effective consumer education to strengthen trust and bridge the gap between intention and action