Consumer Perception Study
Amazon’s Sustainability Initiatives
Overview
Exploring how consumers perceive and prioritize sustainability within a large-scale e-commerce platform, using Amazon as a case study.
The Objective
To assess consumer awareness of Amazon’s sustainability efforts and understand how these initiatives influence purchasing decisions, loyalty, and overall perception.
Approach
Designed and distributed a Qualtrics survey
Analyzed consumer awareness, preferences, and behavioral
trade-offs
Conducted competitor and market trend analysis within e-commerce sustainability
Key Findings
Awareness is moderate, just over half of respondents recognize Amazon’s sustainability initiatives
Price and delivery speed remain the dominant decision drivers
65% of respondents are unwilling to pay more for eco-friendly shipping
However, 37% are open to slower delivery if it is more sustainable
My Contribution
Synthesized survey data into clear, actionable insights on consumer behavior
Identified key tension between sustainability values and convenience-driven decision making
Developed strategic implications connecting research findings to business opportunities
Created recommendations focused on integrating sustainability into the customer experience
Takeaways
This project strengthened my ability to translate consumer data into strategic insight, highlighting the importance of designing sustainability solutions that align with real user behavior, not idealized intentions.
