A Study On Awareness And Attitude Towards Sustainable Brands Among Millennial And Its Impact On Buying Behavior

Abstract

Sustainable brands in India play a crucial role in fostering environmental stewardship, social equity, and long-term economic growth. As India faces significant challenges related to pollution, resource depletion, and social inequality, sustainable brands demonstrate a commitment to ethical practices, responsible resource management, and social responsibility. These brands not only help mitigate environmental impact by promoting eco-friendly products and reducing carbon footprints but also resonate with a growing segment of conscious consumers who prioritize sustainability. Additionally, sustainable brands contribute to the broader goal of achieving sustainable development, aligning with government policies and global sustainability standards, thereby enhancing their corporate reputation, customer loyalty, and competitive advantage in an increasingly eco-friendly market. A study on awareness towards sustainable brands among Millennial and its impact on buying behavior is crucial as it sheds light on the growing significance of sustainability in consumer choices. Millennials, known for their environmental consciousness and ethical considerations, are increasingly favoring brands that demonstrate commitment to sustainable practices. Understanding how awareness translates into purchasing decisions can provide valuable insights for businesses aiming to align with consumer values and enhance brand loyalty in an increasingly competitive market driven by sustainability concerns.