Statistical Modeling of Consumer Preferences for Eco-friendly Digital Products: A Data-driven Approach Toward Sustainable Consumption in India

Abstract

As environmental concerns intensify globally, consumer behavior is undergoing a paradigm shift, particularly within rapidly digitizing economies like India. In this context, understanding and statistically modeling consumer preferences for eco-friendly digital products is both timely and essential. This study offers a data-driven approach to decoding sustainable consumption patterns, focusing on key behavioral and demographic indicators influencing green purchase intent. Drawing from structured survey responses of over 350 urban Indian consumers, the research employs a suite of advanced statistical tools-including multiple regression, principal component analysis (PCA), logistic regression, and chi-square tests-to examine correlations between sustainability-driven choices and variables like age-of-consumers, education-of-consumers, income, digital literacy with prior exposure to environmental campaigns. The analysis reveals that awareness of sustainability issues is significantly associated with behavioral outcomes like trust in eco-brands, willingness to pay a premium, and digital engagement with green content. PCA effectively distilled 14 observed behavioral metrics into three principal components, accounting for 78% of the variance in sustainable decision-making. These components reflect digital influence, socio-demographic consciousness, and psychological affinity toward sustainability. The study contributes a novel statistical modeling framework that bridges consumer psychology with sustainability science. Its interdisciplinary approach supports SDG-9 (industry-and-innovation), SDG-12 (responsible-consumption), and SDG-13 (climate-action), while offering practical insights for marketers, digital strategists, and policymakers. By harnessing empirical evidence, the research informs ESG-aligned and circular economy marketing strategies that resonate with India’s digitally active and environmentally conscious consumer base