ANALYZING CONSUMER AWARENESS AND PREFERENCES IN DRIVING DEMAND FOR CERTIFIED B-CORPS' SUSTAINABLE PRODUCTS/SERVICES IN INDIA

Commerce

Environmental concerns progressively influence consumer behavior and business strategies in the current global economy. As concerns such as resource depletion and climate change escalate, consumers have the ability to significantly influence whether these issues are exacerbated or mitigated by their purchasing decisions. The aim of this study is to investigate the influence of consumer preferences, awareness, and perceptions concerning the demand for sustainable products/services provided by Certified B Corps in India. Utilizing descriptive statistics and correlation analyses, the study examines the relationship between consumer awareness of Certified B Corps, perceptions of transparency in their operations, and preferences for their products or services. The findings suggest that there is a moderate level of consumer awareness regarding Certified B Corps, which underscores the necessity for enhanced education and awareness campaigns. Additionally, a strong positive correlation is observed between consumer awareness and preference for the products manufactured by Certified B Corporations. This emphasizes the imperative nature of increasing consumer consciousness as a means to foster demand. Moreover, consumer preferences for the products/services of Certified B Corps are positively influenced by their perceptions of the transparency of the practices these organizations employ. This discovery emphasizes the fundamental significance of transparency in fostering consumer confidence and allegiance. These findings underscore the importance of consumer preferences, consciousness, and perceptions in promoting demand for sustainable products/services provided by Certified B Corps in India. Consequently, there is a growing demand for organizations to prioritize consumer education and transparency as a means to capitalize on the growing interest in sustainability.

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