Embedding SDG 12 in consumer behaviour. A survey of knowledge, attitude and perception for sustainable consumption

The notion of sustainable development has led to a growing awareness of environmental issues related to human consumption. Consumer behaviour has a direct influence on the environment, regardless of whether the consumer is concerned about the environment or not. One strategy to address this issue is to continue to educate and propagate sustainable practices, particularly among younger generations. In this respect, it is necessary to study young people's knowledge, attitudes and perceptions. A questionnaire was used to collect the responses of 348 respondents. A random and convenient sampling method was used for data collection. For data analysis, significant statistical tools of factor analysis, correlation, and t-test were used to obtain results. The current study used the KAP (Knowledge, Attitude, and Practise) survey to explore how aims such as those contained in Sustainable Development Goal 12 can be incorporated into consumer behaviour, by assessing what the respondents "know," "feel," and "do" about the issues. While most people are aware of the existence of sustainable products, the main obstacle to sustainable consumption seems to be the lack of sustainable alternatives. It was found that awareness of consequences perceived environmental responsibility, and environmental criteria considered while making a purchase decision are important variables in influencing consumers for sustainable consumption.