SOCIO-DEMOGRAPHIC STUDY OF SUSTAINABILITY CONSCIOUS CONSUMERS OF INDIA

The study of demographic characteristics is crucial in profiling consumers in marketing and has also been studied by several authors in past, but these studies failed to cover all three dimensions of sustainability. Thecurrent study covers three-dimensional perspectives of sustainability(society, environment, and economy) and is conducted in Indian context. The study is aimed at examining the impact of various demographic factors, age, gender, and education on the sustainable purchase intentions of sustainability-conscious consumers. Data was collected from 337 respondents through the snowball sampling technique. Independent sample T-test,ANOVA, and multiple regression techniquesare used to obtain the results. The study shows that the demographic characteristics of age, gender, and education have no significant impact on the sustainable purchase intentions of sustainability-conscious consumers. The paper also includes an in-depth discussion of managerial and academic implications along with limitations and future scope of study.