CONSUMER'S PERCEPTION OF SUSTAINABILITY IN THE MARKETING OF LOCALLY PRODUCED GOODS

ABSTRACT

This research explores the intricate relationship between consumers' perceptions of sustainability and their willingness to patronize locally produced goods. In an era marked by heightened environmental consciousness and a growing desire to support local economies, understanding how these factors influence consumer behavior is of paramount importance to marketers and policymakers. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to delve into the multifaceted aspects of consumer attitudes towards sustainability and their impact on purchase intentions. Findings reveal that consumers are increasingly prioritizing sustainability as a crucial criterion when evaluating products. They exhibit a deep-rooted concern for environmental, social, and economic sustainability, which directly affects their purchasing decisions. Additionally, the research identifies various factors that drive consumers' willingness to patronize locally produced goods, including perceived quality, trust in local producers, and a sense of community belonging. The study's results offer valuable insights for businesses seeking to market locally produced goods more effectively and for policymakers aiming to promote sustainable consumption practices. By understanding the interplay between consumers' perceptions of sustainability and their willingness to support local products, this research contributes to the development of strategies that can drive positive change towards a more sustainable and community-oriented marketplace.