Year: 2026
Type: article
Study design: Observational Study
Abstract: The growing environmental challenges caused by unsustainable consumption patterns have heightened the global call for eco-friendly consumption. This study investigated behavioral insights as critical drivers for promoting sustainable consumer choices. Drawing on behavioral economics, psychology, and sustainability studies, the research explored how cognitive biases, social norms, incentives, and nudging strategies influence consumer decision-making towards environmentally friendly products and practices. Using a mixed-methods approach that combines survey data, focus group discussions, and empirical reviews, the study highlights key determinants such as environmental awareness, perceived behavioral control, cultural values, and trust in eco-labels. Findings reveal that while most consumers express positive attitudes toward eco-friendly products, actual purchasing behavior is often hindered by price sensitivity, limited availability, and lack of accurate information. The study emphasized that behavioral interventions—such as framing, default options, social comparisons, and targeted communication— significantly enhance the likelihood of eco-friendly consumption. It concluded that integrating behavioral insights into policy design, corporate strategies, and consumer education can bridge the attitude-behavior gap and foster sustainable consumption practices. The research contributed to knowledge by providing evidence-based recommendations for policymakers, businesses, and sustainability advocates seeking to accelerate the transition towards greener economies.
Institutions: Rhema University, University of Ulster
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7148631335