Experimental Study on Consumer Preferences for Eco-Friendly Products

Abstract

This study investigates consumer preferences for environmentally friendly products using an experimental approach that combines quantitative and qualitative data. The research background is based on increasing awareness of global climate change and consumer needs for sustainable products. The research method involves simulating online shopping, conducting observations, and conducting in-depth interviews to identify the psychological, social, and economic factors that influence purchasing decisions. The results indicate that sustainability information, visual elements, and ethical narratives significantly contribute to increasing consumer interest and trust in the brand. The data analysis reveals behavioral differences based on demographic segments and highlights the strategic role of digital information. The research implications include the development of responsive marketing strategies and the formulation of policies that support the green economy. This research offers a new perspective on the study of consumer behavior, providing a practical basis for industry players and policymakers to enhance the effectiveness of green product marketing communications.