ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)
COGNITIVE INFLUENCES ON SUSTAINABLE CONSUMER BEHAVIOR: INSIGHTS FROM GENERATIONAL AND URBAN-RURAL DYNAMICS
Ayyoob A & Dr. Aparna Sajeev
Affiliations:
Research Scholar, Department of Commerce and Management Studies, School of Business Studies, University of Calicut, Kerala.
Assistant Professor, Department of Commerce and Management Studies, School of Business Studies, University of Calicut, Kerala
Abstract:
This study explores how cognitive factors guide consumer behavior toward sustainable practices following a pandemic. By looking into the residential area, age specifics, consumer awareness and perception, preferences and decision-making process, communication strategies, and brand influence, the researchers attempt to lend more light to how consumers behave after the pandemic. The working style is quantitative, based upon an empirical survey linking sustainable business practices with consumer behavior. Data were collected purposively from 241 consumers over four months (October 2023-January 2024) via online platforms and self-administered surveys. Data reliability was ensured using Cronbach's alpha, and parametric methods of analysis were proved justified through normality tests. The questionnaire was subjected to rigorous validation by experts in the field. Statistical tests applied in the analysis included independent sample t-test, one-way ANOVA, multiple correlation analysis, and multiple regression to reveal the existence of predictive relationships. Such ethical guidelines as transparent communication, voluntary participation, and data confidentiality assurance were abided. The research findings demonstrated urban-rural segregation and generational variations in sustainability-related attitudes. Some of these were: transparent communication is vital in building consumer trust; sustainable practices and consumer behaviors share strong correlations; and Millennials and Gen Zs show favorability toward sustainability as opposed to Generation X. These insights suggest ways businesses and policymakers can forge strategies and approaches that will help create both a sustainable and consumer-based world.
Keywords:
Sustainable Practices, Consumer Behaviour, Post Pandemic, Generation X, Millennials, Gen Z.
Publishing Chronology:
Received - 24/03/2025
Revised - 26/07/2025
Accepted - 30/07/2025
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