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Abstract: Consumer behavior in the groups or organizations used to select products and the developments for meeting their needs and their influences on the society. Knowledge of consumers' conditions, factors, and behavioral reasons ensure competitiveness in entrepreneurship. New products, new beliefs, and psychology for society require a thorough analysis of segments of the market and consumer requirements. In this analysis, companies will implement a reliable marketing strategy that guarantees profits and sales. It has attained strategic planning and the objective market segment objective based on the computational model. The study results are presented by segmenting respondents by the sustainability factor, determining the impact of sustainability values upon consumers' conduct, and identifying barriers to the transformation of values in action.