Green or Guilt-Free: Understanding Consumer Motivations Behind Purchasing Eco-Friendly Products

Abstract

This study employed a descriptive-quantitative research design to examine the motivations and barriers influencing eco-friendly purchasing behavior among consumers. Using weighted mean analysis and descriptive statistics, the research explored factors such as environmental concern, social influence, personal benefits, and product-related constraints. Data was collected through a structured online survey completed by 101 purposively selected respondents, primarily from Generation Z and low-income groups. The study identified high levels of environmental awareness and value alignment among participants, along with strong influences from peer networks, personal health benefits, and digital marketing. However, significant barriers included high costs, limited product availability, skepticism about authenticity, and inadequate product information. Conducted in a developing regional context, the findings emphasize the dual impact of internal motivation and external obstacles on sustainable consumer behavior. Recommendations highlight the need for targeted price incentives, enhanced transparency, wider accessibility, and community-based awareness campaigns. These strategies aim to translate environmental concern into consistent, actionable consumer choices. Future research is encouraged to explore long-term behavioral changes and the effectiveness of public-private partnerships in promoting sustainable consumption.