Assessing the Efficacy of Global Sustainability Messaging: A Survey of Consumer Response and Willingness to Pay for Eco-Friendly Products in Mumbai, Maharashtra

This study examines how global sustainability messaging affects Indian consumers' purchasing behavior and willingness to pay for eco-friendly products.Based on survey data from 90 respondents in Mumbai, Maharashtra, the research explores the relationship between exposure to sustainability messages, trust in environmental claims, and actual purchasing patterns.The findings show that while consumers demonstrate moderate environmental awareness and openness to sustainability messaging, significant obstacles including high prices, lack of trust, and limited product availability prevent widespread adoption.The study helps explain the gap between environmental awareness and purchasing behavior in emerging markets, offering practical insights for marketers and policymakers working to promote sustainable consumption in India.