Abstract
The research focuses on what influences individuals to choose eco-conscious options when they are shopping. Using the survey feedback from 400 people, the research explores trust in eco-labels, environmental concern, how often they shop, how sensitive they are to prices, and what their digital literacy is like. Data analysis employed SPSS, making use of Exploratory Factor Analysis (EFA), testing the reliability of the scales, performing multiple regression, ANOVA, mediation, and moderation analyses, and implementing cluster segmentation. Apparently, trust in eco-labels, caring about the environment, and being digitally literate have a strong impact on pro-environmental behavior, whereas income and price sensitivity have less effect. Behavioural segmentation revealed three groups of buyers, showing that their trust, price feelings, and level of digital involvement differ greatly in their attitude toward sustainable products. It has been shown that, in spite of strong trust, certain consumers cannot buy because of cost or a lack of digital familiarity. By segmentation, it becomes easier to craft targeted strategies to encourage eco-friendly patterns of buying and spending. In this research, psychological, economic, and digital factors are combined in one framework to learn more about how modern consumers respond to eco-conscious options. Both the research outcomes and the suggestions provide ideas and solutions for businesses, policy makers, and leading sustainability advocates who aim to motivate people to become greener consumers.
Keywords: Consumer Segmentation, Digital Literacy, Eco-Conscious Behaviour, Environmental Concern, Sustainable Consumption, Trust in Eco-Labels.