Awareness And Usage Of Sustainable Products- A Study Amongst Youth Of Mumbai Suburbs

Abstract

This study investigates the level of awareness and adoption of sustainable products among the youth, shedding light on the factors influencing their choices. Through surveys and interviews, we explore the motivations and barriers faced by the younger demographic aged 18-24 years, in embracing eco-friendly alternatives. Additionally, the research delves into the role of government policies and incentives in shaping sustainable consumer behaviour. By analysing data and drawing connections, this paper aims to provide valuable insights for policymakers and businesses aiming to promote sustainability, fostering a more environmentally conscious generation.

The research uses Primary data collected from Suburbs of Mumbai with Sampling of Youths aged 18-24 years old. The research uses a mixed-methods approach, it combines quantitative surveys to gauge awareness levels and consumption patterns, with qualitative interviews to delve into the underlying attitudes and perceptions of young consumers. Chi-square test is used to help with the findings. Statistical displays using Pie chart and Bar graphs are done. Findings reveal key drivers such as environmental consciousness, product accessibility, and affordability, while identifying challenges like lack of information and perceived inconvenience.

Ultimately, this paper aspires to contribute to the study on sustainable consumption by providing practical insights into fostering a more environmentally responsible and socially aware youth demographic.