Abstract
The research paper investigates the intricate nexus between economic factors and sustainable consumption behaviour, providing a nuanced exploration of how such considerations shape an individual’s choice in the realm of environmental responsibility. Drawing on established theories of consumer behaviour and sustainability, this study employs a positivist approach encompassing quantitative surveys and analysis. It scrutinises the effects of prices, expectations and other broader economic conditions on the adoption of sustainable practices. The findings contribute significantly to the existing body of knowledge by providing a holistic understanding of the economic levers instrumental in driving towards sustainable consumption like taste and preferences and price or hindering the shift towards sustainable consumption like societal behaviour and availability of alternatives. This research aims to inform policymakers, businesses and consumers alike, facilitating the development of targeted interventions and initiatives that foster a harmonious convergence of economic and ecological goals.
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