"Fostering Eco-Conscious Consumerism: The Impact of Customer Education on Sustainable Purchase Intention"

Husna Mohamed1

Research Scholar, Karpagam Academy of Higher Education, Coimbatore

(Email: husna7mohamed@gmail.com)

Dr. P. Easwaran 2

Associate Professor

Department of Management

Karpagam Academy of Higher Education, Coimbatore

Abstract

Customer education serves as a crucial communication strategy to enhance sustainable purchase intentions. This study investigates the elements that customer education can amplify to promote sustainable purchasing of eco-friendly products. By analyzing existing customer education practices, the study identifies key areas to focus on fostering sustainable purchase intentions. A survey was designed following the research model and given to 480 consumers in Cochin City. Regression and mediation analyses reveal that customer education has a significant impact on sustainable product intentions. Moreover, awareness regarding food waste, environmental concerns, and subjective product knowledge plays a mediating role in linking customer education to sustainable purchase intentions. These results hold significant implications for marketers of sustainable products, addressing gaps identified in prior literature reviews. This study presents original research conducted in the Indian context.

Keywords: Environmental concern, Food waste awareness, Subjective product knowledge, green products, Intention to buy, Customer education