Published Paper Details:

This study explores how urban consumers in Southern India weigh ethical product attributes such as organic certification, fair-trade labels, biodegradable packaging, and local sourcing when making purchase decisions. Using a choice-based conjoint (CBC) analysis, it investigates the role of environmental concern and trust in certification labels in shaping consumer preferences and willingness to pay (WTP). Focusing on Tier-2 cities, the research addresses gaps in ethical consumption studies within emerging markets. Findings reveal that while price remains influential, ethical features significantly impact consumer choices, especially among younger and higher-income groups. The study also highlights a narrowing gap between ethical intentions and actual behaviour, offering practical insights for ethical branding and sustainable marketing strategies. By integrating psychological and demographic dimensions, this research provides a culturally contextualised framework for understanding ethical consumerism in transitional economies and offers actionable implications for policymakers, marketers, and certification agencies promoting sustainability.