Identifying and exploring the relationship among the critical success factors of sustainability towards consumer behavior

Abstract

Purpose: the purpose of this study is to find out what is the relationship between sustainability towards consumer behavior. Consumer behavior is the method of choosing, buying, and using goods and services with an attachment to needs and wants. Now consumers are aware about sustainability, they make purchase decisions according to environmental safety, benefit to the society and increase economic growth.

Approach/methodology: this study validates the result through experts in textile industry by using the DEMATEL approach. This method has many benefits which provide decision makers and experts to understand the interdependence and influential relation between the criteria by hierarchical approach.
Findings: According to the results green culture (F8) and green brand (F3) are the most influential (causal) factor and exerts a substantial amount of influence over the other factors for achieving organizational performance and sustainability. On the other hand, past experience (F14) and time pressure (F12) are the most influenced (effect) factors that are highly influenced by other factors.

Practical implications: this study implements in Pakistan which is important to understand the value of a healthy and fresh environment for the future. Consumers and organizations should be making it in reality by promoting the goods and services that work towards sustainability.

Managerial implications: mangers should use long-term strategies that meet the high product value to enhance the organization's reputation so it will have positive consumer perception. If managers make policies to implement natural resources in their raw material so this policy avoids conflicts and maintains a balance in our society.

Originality: this research delves into the complexities and subtleties associated with the identification and examination of the interconnections between the success factors of sustainability and consumer behavior.

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