Price, Quality and Convenience as Predictors of Consumer Purchasing of Sustainable Products
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The purpose of this study was to identify the effect of perceptions of price, quality, convenience, on attitudes towards sustainable products as well as on sustainable purchasing behavior. Quantitative data was collected for this study; a total of 500 female survey participants were recruited to participate in the study. Multiple regression analysis showed that perceived quality is the top predictor of attitudes towards sustainable products, followed by convenience and price. Further, results of the study suggest that there is a positive significant relationship between attitudes towards sustainable products and sustainable purchasing behavior. This study could be used by sustainable producers as a source of information about the main drivers of sustainable purchasing behavior. It also can help them to identify which factors are more appealing to consumers when they make their sustainable purchasing decision.