Author(s): Ruhi Bakhare and Sanjit Kumar Dash
This research explores the factors influencing consumer acceptance of natural water, with a specific focus on the Natural water brand. The study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) framework to analyze how key determinants shape consumer behavior. Additionally, it examines the role of sustainability in consumer preferences, aligning with environmental awareness and the Sustainable Development Goals (SDGs). Objectives of the Study: The study aims to: Analyze how UTAUT constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—affect consumer acceptance of natural water. Examine the influence of sustainability perceptions on consumer choices. Assess consumer awareness of the Natural water brand and its association with environmentally friendly practices. Methodology: A structured questionnaire was used to conduct a quantitative analysis, gathering data from consumers. The survey focused on UTAUT constructs and sustainability aspects linked to SDG 6 (Clean Water and Sanitation) and SDG 12 (Responsible Consumption and Production). Key Findings: The results indicate that performance expectancy, social influence, and ease of access significantly impact the acceptance of Natural water natural water. Additionally, consumer perception of sustainability plays a crucial role in their preference for natural water over conventional bottled options. Awareness of Natural water ’s environmentally responsible image further strengthens purchasing decisions. Discussion: The findings highlight that integrating sustainability with product functionality enhances consumer acceptance of natural water. Aligning with global sustainability initiatives, particularly responsible water consumption and environmental conservation, fosters consumer trust and adoption of eco-friendly products. Practical Implications: This study offers valuable insights for businesses and policymakers promoting sustainable consumption. By emphasizing the role of sustainability in consumer decision-making, the research suggests strategic approaches to boost the adoption of eco-conscious products like Natural water.