[01] Anita Gumeni, Department of Marketing, University of Tirana, Faculty of Economics, Saranda Branch, Saranda, Albania. [02] Ornela Shalari, Department Statistics & Applied Informatics, University of Tirana, Faculty of Economics, Saranda Branch, Saranda, Albania. [03] Pranvera Mulla, Department of Applied Mathematics, University of Tirana, Faculty of Economics, Saranda Branch, Saranda, Albania.

The overarching goal of this study is to shed light on how individual characteristics may determine the consumer’s choice towards sustainable products. We use survey data that contain measures of individual characteristics to examine the profile of consumers who adapt sustainable consumption patterns. Chi Square Test of independence and Binary Logistic Regression are used to analyze the variables that influence the purchasing behaviour of Albanian consumers. The findings are consistent with the hypothesis. Consumers who are more concerned about the environment are more potential to choose green products over the traditional one. In addition, demographic variables like gender, income and education are greatly related to consumers’ behaviour toward sustainable consumption. Equally, contextual factors like price and perceived quality affect the consumer decision-making process. Also, the results of the research have shown that the positive attitude towards sustainable products is not always reflected in purchasing behaviour.

Sustainable Consumption, Sustainable Development, Purchase Intention

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