Chapter 3: From Budgets to Behaviour: Understanding Financial Hindrances to Sustainable Consumer Choices

Pro-environment consumer behaviour is critical for preserving the ecosystem because it promotes ecological footprint reduction, sustainable production, and a positive human–environment relationship. This study looks into the financial obstacles that prevent consumers from acting pro-environmental, which impedes efforts to stop environmental degradation and meet sustainability goals. Through the analysis of consumer obstacles such as discrepancies in cost, absence of financial rewards, restricted information availability, constraints on infrastructure, and concerns about affordability concerning sustainable options, this research illuminates the intricacies involved in consumer choice concerning sustainability. The implementation of policy interventions that target economic barriers and cultivate a sustainable culture among consumers is crucial in establishing a supportive environment that facilitates the extensive adoption of environmentally conscious behaviour.