A Study of Demographic Variables Influencing Purchase Intention of People in Buying Sustainable Products.

Abstract

Due to rising per capita income, the Indian market has seen a sharp rise in consumables consumption over time. These days, customers may easily obtain consumables because of digitalization, which acts as a catalyst to draw them in, raise their awareness of, and assist them in obtaining the desired item. The purpose of this study is to find the influence of demographic variables on buying intention of sustainable products. The study is done across 172 respondents residing in Kolkata. The responses are analysed with the help of descriptive statistics and chi-square test using statistical software. The findings show us that demographic factors play a substantial role in enhancing the purchase of sustainable products. Customers who actively choose to purchase eco-friendly goods have the potential to strengthen the handicraft sector and advance environmental sustainability.