Analysis of Consumer Perception of Sustainable Product Value: A Study on Millennials in Urban Areas

Abstract

Climate change, environmental degradation, and pressures on natural resources have led to a global awareness of the importance of sustainable consumption. The millennial generation, as the largest consumer group in urban areas, has excellent potential in directing market trends towards environmentally friendly products. This study aims to analyze millennial consumers' perception of the value of sustainable products and identify the factors that influence this perception. This study uses a descriptive qualitative approach with in-depth interview methods, participatory observation, and questionnaire dissemination. The study's results show that, although environmental awareness is high among millennials, purchasing decisions are still influenced by product quality and price. Sustainability labels, social narratives, and visual communication strategies have been proven to reinforce positive perceptions of products. The conclusion of this study states that manufacturers need to balance the sustainability, quality, and price of their products, as well as develop educational communication strategies to enhance the value of consumer perception of sustainable products. This study highlights the need for companies to adapt their marketing strategies by incorporating sustainability values that align with the preferences of millennials. Furthermore, product design must integrate both functional and emotional appeals to meet consumer expectations.