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Top1. Introduction
In the contemporary global landscape, the interplay between consumer behavior and the proliferation of green products stands at the forefront of a paradigm shift towards sustainability (Kostis & Kafka, 2023). This paper seeks to explore and analyze this dynamic relationship, delving into how modern market trends are redefining the concept of green products and the corresponding consumer behavior. The study is set against the backdrop of the circular economy, a model emphasizing the reuse, recycling, and circulation of products and materials to minimize waste and environmental impact, thereby fostering a sustainable future (Petrakis & Kostis, 2020).
The urgency of addressing environmental concerns has never been more pronounced. As the world grapples with climate change, resource depletion, and environmental degradation, the role of green products and consumer choices in mitigating these challenges becomes increasingly critical. This paper aims to dissect the complexities of this relationship, examining how consumer preferences and behaviors are evolving in response to the growing awareness of environmental issues and the availability of green alternatives.
We delve into the challenges businesses face in transitioning to sustainable practices, exploring the internal and external factors that hinder or facilitate this shift. The study also highlights sustainability opportunities for businesses, from energy savings and waste reduction to tapping into the growing consumer demand for environmentally friendly products.
Our methodology revolves around a comprehensive survey conducted in Greece, primarily targeting residents of the Attica region. The survey, distributed via Google Forms, aimed to gauge the environmental consciousness of respondents, their knowledge and attitudes towards green products, and their satisfaction levels with these products. This approach allows us to draw insights from a specific demographic, providing a nuanced understanding of consumer behavior in the context of green products.
This manuscript contributes to the burgeoning discourse on sustainable consumerism and the circular economy. By examining the interconnections between consumer behavior, business challenges, and opportunities in sustainability, we aim to provide valuable insights for businesses, policymakers, and consumers alike. The findings and discussions presented herein are intended to inform strategies that align business practices with sustainable development goals, ultimately contributing to a more sustainable and environmentally responsible future.
This work is structured to methodically explore the intricate relationship between consumer behavior and green products within the framework of a circular economy. A detailed Literature Review, is presented which (i) examines the emergence and characteristics of green products and their influence on consumer behavior, (ii) focuses on the barriers businesses face in adopting sustainable practices, and (iii) highlights the potential benefits and opportunities for businesses in the realm of sustainability. The next section, Data and Methodology, describes the research methodology, including the questionnaire's design and distribution and the survey's demographic focus. The Discussion section analyzes the survey results, contextualizes them, and explores their implications for businesses, policymakers, and consumers. Finally, the paper concludes with the Conclusions section, summarizing the key findings, offering recommendations for various stakeholders, and suggesting future research directions in sustainable consumer behavior and circular economy practices.