JCMCE_APR_2026_ID_010

Home > Journals > JCMCE > Archives JCMCE > Volume 2 JCMCE > Volume 2 Issue 2 Apr 2026 > JCMCE_APR_2026_ID_010

CONSUMER PERCEPTION TOWARDS FOREIGN SUSTAINABLE BRANDS: AN EMPIRICAL STUDY IN URBAN INDIA
https://doi.org/10.65725/JCMCE/2/2/010
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE)
ISSN: 3108-3501
Volume 2 Issue 2, APR-JUN 2026

Abstract:
The growing awareness regarding environmental sustainability and ethical consumption has significantly influenced consumer behaviour across global markets. Foreign sustainable brands are increasingly gaining popularity among urban consumers in India due to rising environmental concern, digital exposure, and changing lifestyle patterns. In this context, the present study examines consumer perception towards foreign sustainable brands in urban India. The study aims to analyze the level of awareness, identify the factors influencing consumer perception, examine the relationship between environmental concern and purchase intention, and evaluate the impact of brand trust and perceived quality on consumer preference towards sustainable foreign brands. The study is based on primary data collected from 400 urban consumers through a structured questionnaire using convenience and purposive sampling techniques. Statistical tools such as percentage analysis, correlation, regression analysis, and one sample t-test were employed for data analysis. The findings reveal that urban consumers possess significant awareness regarding foreign sustainable brands. Environmental concern, perceived quality, social influence, and brand trust were identified as major factors positively influencing consumer perception and purchase intention. The study also found that price sensitivity negatively affects consumer preference despite favourable attitudes towards sustainability. The research concludes that sustainable branding and ethical business practices play an important role in shaping consumer behaviour in emerging economies like India. The findings may help multinational companies, marketers, and policymakers develop effective sustainability-oriented business strategies and strengthen consumer engagement towards environmentally responsible products

Authors: Dr.K.Chitradevi

Keywords: Foreign Sustainable Brands, Consumer Perception, Sustainable Consumption, Purchase Intention, Brand Trust, Environmental Concern, Urban Consumers, International Business, Green Marketing.