Abstract:
A growing number of environmental issues, such as climate change and water scarcity, have drawn attention to the urgent need for sustainable consumer behavior, resource scarcity, and pollution. With sectors like fast-moving consumer goods (FMCG) contributing significantly to these issues, inducing consumers to purchase eco-friendly food is essential to reduce greenhouse gas emissions (Meixner et al., 2021). Over recent decades, global consumption has soared, depleting natural resources and accelerating environmental deterioration. Companies are under pressure to conduct their business in a socially and environmentally responsible manner as a result of the growing concern about environmental issues, which is also driving up demand for eco-friendly products. Therefore, understanding the nature of pro-environmental consumer behavior, along with its main drivers and challenges, is essential to addressing the sustainability challenge (Kostadinova, 2016). Substantial research has explored the dynamics of sustainable consumer behavior, focusing on factors like consumer awareness, ethical values, and the role of marketing in promoting eco-friendly choices. Research also highlights the importance of aligning appropriate marketing strategies to promote sustainable purchasing and eco-friendly products, in rapidly developing market of India (Chockalingam and Isreal, 2016). Additionally, in order to reverse the consumption-oriented culture that has caused environmental degradation (e.g., pollution of oceans with plastic products), consumers need to embrace sustainable consumer behavior (Daniel et al., 2024). Considering comprehensive studies on customer engagement and the effectiveness of personalized marketing, there remains a notable gap in understanding how personalization specifically affects sustainable consumer behavior. While personalized marketing often enhances purchase likelihood by targeting consumer preferences
