Abstract

This study analyzes the growing intersection between environmental challenges, evolving consumer behavior, and corporate sustainability strategies Escalating ecological degradation which is manifested through climate change, biodiversity loss, and resource depletion has heightened global awareness and concern, prompting a significant shift toward sustainable consumption. Empirical evidence indicates that consumers are increasingly influenced by environmental awareness, attitudes, and social norms, leading to a rise in green purchase behavior and a demonstrated willingness to pay a premium for eco-friendly products. This transition is evident across both developed and developing economies. The paper synthesizes findings from multiple studies to identify key drivers of sustainable consumption, including environmental concern, perceived responsibility, and trust in corporate practices. Companies are responding by aligning Environmental, Social, and Governance (ESG) principles into their strategies, investing in green innovation, and redesigning products and processes to align with consumer values. This alignment not only addresses environmental requirements but also offers long-term economic and strategic benefits in an increasingly conscious global marketplace.