Embedding SDG 12 in consumer behavior.

A survey towards knowledge, attitude and perception for sustainable consumption

Abstract

Sustainable development has become a global issue. As a result, there has been a growing awareness about environmental issues related to human consumption. Consumer behaviour has a direct influence on the environment, regardless of whether the consumer is concerned about the environment or not. The continuous excessive use and quick depletion of resources pose a threat to humanity as a whole. One strategy to address this issue is to continue to educate and propagate sustainable practices, particularly among younger generations.  Thus, it becomes necessary to carry out this investigation or study among young people. A questionnaire was used to collect the response of 348 respondents. Random and convenient sampling method was used for data collection. For data analysis, significant statistical tools of factor analysis, correlation, and t-test were used to bring out substantial results .The current study used the KAP (Knowledge, Attitude, and Practise) survey to investigate sustainability in order to explore how the Sustainable Development Goals (SDGs) can be incorporated into consumer behaviour. In simple terms, it assesses the respondent's "knows," "feels," and "does" about the issues. Most people are aware of sustainable products, and the main obstacles to sustainable consumption are the lack of sustainable alternatives. It was found that awareness of consequences, perceived environmental responsibility and environmental criteria while making a purchase decision are important variables to influence consumers for sustainable consumption.

Keywords: Sustainable Development Goals (SDGs), Consumer Behaviour, Sustainable Consumption.