Published Paper Details:

This study examines the influence of green product awareness (GPA), perceived corporate social responsibility (CSR), and price sensitivity (PS) on consumer satisfaction (CS) with sustainable products among Indian consumers. Data collected from 200 respondents through a questionnaire survey, using a 5-point Likert scale, were analyzed using structural equation modeling (SEM), yielding nuanced insights. Contrary to expectations, while indirect effects suggested a positive relationship between GPA and CS mediated by perceived value (PV), direct effects were statistically insignificant. Similarly, perceived CSR did not exhibit a significant direct or indirect impact on CS. Surprisingly, the hypothesis positing that higher income and education levels correlate with lower price sensitivity was not supported. The study highlights the importance of prioritizing perceived value over mere GPA or CSR to enhance consumer satisfaction effectively. Furthermore, recognizing the intricate interplay between income/education levels and price sensitivity can assist businesses in crafting tailored marketing approaches for sustainable products. Major suggestions include focusing on enhancing perceived value, reevaluating CSR strategies to align with consumer expectations, and exploring other factors influencing price sensitivity. These insights offer valuable implications for understanding consumer behaviour in the Indian market and provide actionable recommendations for businesses seeking to promote sustainability and elevate consumer satisfaction.