What drives a consumer's behavior and can be influenced by both external and internal factors?

Motivation is the correct choice because it encompasses the internal and external factors that drive consumer behavior. Internal factors include personal needs, desires, beliefs, and values that influence how and why consumers make purchasing decisions. For instance, a person may be motivated to buy healthy food options due to a desire for a healthier lifestyle, stemming from personal beliefs about health and wellness.

External factors, such as social influences, marketing tactics, economic conditions, and cultural trends, also play a significant role in shaping consumer motivation. For example, a marketing campaign that highlights the environmental benefits of a product might motivate consumers to choose it over a less sustainable option.

Together, these internal and external influences create a complex web of motivations that can shift based on the individual’s circumstances and changing market conditions, making motivation a dynamic driver of consumer behavior.