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Summary
A STUDY ON CONSUMER PERCEPTION TOWARDS ECO FRIENDLY
FMCG WITH SPECIAL REFERENCE TO ERNAKULAM DISTRICT
A Dissertation Submitted to
SACRED HEART COLLEGE (AUTONOMOUS)

THEVARA, KOCHI 682 013
In partial fulfilment of the requirement for the award of the Degree of
BACHELOR IN COMMERCE
BISMITHA MUJEEB
REG NO: 21UCTX1605
NANDHANA THANKACHAN
REG NO: 21UCTX1613
CATHERINE SUNIL
REG NO: 21UCTX1615
Under the Guidance and supervision of

ELSA GEORGE
ASSISTANT PROFESSOR
PG AND RESEARCH DEPARTMENT OF COMMERCE
61
SACRED HEART COLLEGE (AUTONOMOUS)
THEVARA, KOCHI
MARCH 2024
DECLARATION
I hereby declare that the project entitled “A STUDY ON CONSUMER PERCEPTION

TOWARDS ECO FRIENDLY FMCG WITH SPECIAL REFERENCE TO
36
ERNAKULAM DISTRICT” is a bonafide work done by me, under the supervision of Ms.
14
Elsa George, Assistant Professor, Department of Commerce, Sacred Heart College, Thevara,
in partial fulfilment of the requirement for the award of the degree of B.com. I also affirm
that this work has not been submitted before for the award of any degree or diploma
elsewhere.
PLACE: ERNAKULAM
DATE:
BISMITHA MUJEEB
REG.NO: 21UCTX1605
NANDHANA THANKACHAN
REG.NO: 21UCTX1613
CATHERINE SUNIL
14
REG.NO: 21UCTX1615
CERTIFICATE
This is to certify that the dissertation titled “A STUDY ON CONSUMER PERCEPTION

TOWARDS ECO FRIENDLY FMCG WITH SPECIAL REFERENCE TO
97
ERNAKULAM DIDTRICT” is a record of original work done by BISMITHA MUJEEB(Reg.
No. 21UCTX1605), NANDHANA THANKACHAN(Reg No. 21UCTX1613) and CATHERINE
13
SUNIL(Reg. No. 21UCTX1615) under my supervision in partial fulfilment of the requirement for the
award of the degree of Bachelor of Commerce in Finance and Taxation from Mahatma Gandhi
University, Kottayam for the academic year 2023 - 2024. The research work has not previously
formed the basis for the award of any degree or any work on the part of the candidate.
Signature of the Guide:
Name of the Guide: Assistant. Prof. Elsa George
36
Signature of Head of Department:
Name of Head of Department: Prof. Sanu Varghese

ACKNOWLEDGMENT
93
We take this opportunity to express our sincere gratitude to Prof.Sanu Varghese, Assistant
10
Professor, Head of the Department of Commerce, Sacred Heart College, for his valuable
11
suggestions, constant encouragement, guidance and support throughout this dissertation. We
also express our heartfelt thanks to Fr. Jose John CMI, Principal of Sacred Heart College
11
(Autonomous), Thevara. We wish to extend our sincere thanks to all faculty members and
staff of the Department of Commerce, Sacred Heart College, Thevara for providing us all
56
facilities for carrying out this dissertation. We also thank our parents and friends for their
11
encouragement and support at each stage of completion of this work. Above all, we thank
God Almighty for giving us strength and blessing to complete this dissertation successfully.
BISMITHA MUJEEB (21UCTX1605)
NANDHANA THANKACHAN (21UCTX1613)
CATHERINE SUNIL (21UCTX1615)

CONTENTS
CHAPTER
10
TITLE PAGE NO
NO:
1 INTRODUCTION
2 LITERATURE REVIEW
3 THEORETICAL FRAMEWORK
4 DATA ANALYSIS AND INTERPRETATION
5 FINDINGS, SUGGESTIONS AND

CONCLUSION
6 BIBILOGRAPGHY
7 ANNEXURE
LIST OF FIGURES
FIGURE NO. TITLE PAGE NO.
39
4.1 Gender of respondents
4.2 Age of respondents
4.3 Educational qualification of

respondents
4.4 Income of respondents
4.5 Showing level of awareness of

consumers on eco- friendly FMCG
4.6 Showing consumer attitude towards

eco-friendly FMCG products
4.7 Showing agreement towards32the

comparatively higher price of eco-
friendly products
4.8 Showing willingness to pay more

for sustainable products regardless
of similar products being available
at lower price
30
for a product from a company with
a strong commitment to
sustainability
50
for eco – friendly products in
percentage terms
4.11 Showing consumer’s awareness of

environmental issues influence
purchase behaviour
4.12 Showing intention towards buying

green products after first purchase
4.13 Showing conscious purchase of

eco-friendly goods
4.14 1
Showing preference towards
products which are less harmful to
the environment
4.15 Showing continuity in purchase

habit due to quality of green
products
4.16 Showing shift in purchase of daily

use products due to ecological
reasons
CHAPTER 1
INTRODUCTION
INTRODUCTION
Nowadays, the conversation on environmental sustainability has moved beyond specialised circles to
become an international necessity. Customers are scrutinising their shopping habits more and more as
awareness of the ecological issue grows, looking for products that are consistent with their beliefs of
environmental responsibility and sustainability. This shift in customer behaviour is particularly
7
noticeable in the Fast-Moving customer Goods (FMCG) sector. With an emphasis on the Ernakulam
area, this project aims to investigate customer views of eco-friendly FMCG products.
89
The worldwide fast-moving consumer goods (FMCG) business, which is known for its low prices and
high turnover rates, is essential to consumers’ daily life. However, the conventional methods used by
12
this industry, which range from unnecessary packaging to the use of non-renewable resources,
frequently come at the expense of environmental deterioration. A paradigm shift towards
7
environmentally friendly options has evolved in response to growing environmental concerns. Fast-
moving consumer goods (FMCG) that are environmentally friendly—that is, made, packed, and
disposed of responsibly—have become more popular among customers who want to leave as little of
an environmental impact as possible.
The Ernakulam district in Kerala, India’s southern state, is a fascinating place to study how consumers
7
see fast-moving consumer goods (FMCG) that are environmentally friendly. Kerala’s sociocultural
fabric is distinguished by a long history of environmental advocacy and a deep connection to the
natural world. Furthermore, Ernakulam provides a unique perspective from which to examine how
consumer attitudes towards eco-friendly consumption are influenced by its status as a bustling
metropolitan centre paired with its proximity to environmentally rich areas.
138
For a variety of stakeholders, including producers, marketers, legislators, and environmental
campaigners, it is critical to comprehend how consumers feel about fast-moving consumer items that
142
are environmentally friendly. Manufacturers can have a competitive advantage in the market by
designing products that align with the values of consumers. By incorporating eco-friendly features
into their communication methods, marketers may effectively build consumer trust and loyalty.
In conclusion, customer attitudes towards FMCG products that are environmentally friendly reflect a
growing awareness of environmental effect and sustainability. Customers are making more thoughtful
decisions that are consistent with their values as they become more conscious of their purchasing
power. The desire to reduce environmental impact and support businesses that are dedicated to
6
sustainable practices is driving an increasing demand for eco-friendly fast-moving consumer goods
(FMCG). This movement not only helps the environment but also pushes companies to make
sustainability a top priority in their operations, creating a market that is more environmentally
sensitive.
STATEMENT OF PROBLEM
49
This study aims to investigate consumers’ attitudes and perceptions regarding eco-friendly fast-
moving consumer goods (FMCG). The study will explore consumer green ideals, environmental
131
knowledge, green behaviours, and the attractiveness of green products in the FMCG sector. It will
25
also focus on understanding the factors that influence consumer behaviour towards green products,
109
such as perceived value, product quality, and social influence. The research will contribute to the
132
growing awareness of environmental issues and the shift towards sustainable and eco-friendly
products in the FMCG sector.
The project will involve conducting a primary study to gather data on consumer perspectives and
30
intentions towards green products in the FMCG sector. The research will use questionnaires to obtain
105
information on consumers’ awareness of the environmental impact of their purchasing decisions, their
6
motivations for buying green products, and their willingness to pay more for such products. The study
100
will also examine the relationship between price and consumer perception towards eco-friendly
FMCG products.
SIGNIFICANCE OF STUDY
Businesses must comprehend how consumers feel about eco-friendly FMCG items in order to
customise their offerings, increase market competitiveness, and encourage sustainable consumption.
Through understanding consumer attitudes and preferences, businesses may create focused marketing
campaigns that increase demand for environmentally friendly products. Furthermore, by developing
effective interventions to promote sustainable habits and environmental stewardship, policymakers
28
can benefit from this research. Finally, by closing the gap between consumer perception and the
adoption of eco-friendly FMCG, the study advances the more general objective of attaining
environmental sustainability and promoting economic development in the Ernakulam area.
17
SCOPE OF THE STUDY
The study’s focus on how consumers in the Ernakulam district perceive eco-friendly FMCG items
includes a thorough analysis of a number of factors pertaining to consumer behaviour and attitudes.
This entails evaluating consumers’ awareness of the eco-friendly FMCG options on the market,
comprehending their reasons and decision-making processes when selecting these items. The study
also intends to investigate demographic variables including age, income level, and education that can
affect consumer perceptions and preferences. By looking at these factors, the study hopes to offer
insightful information on how companies may better meet customer desires for sustainable products
and how governments can put in place practical policies that encourage environmentally friendly
consumption habits.
47
OBJECTIVES OF THE STUDY
122
•Determine the extent to which consumers are aware of eco-friendly products in the market
•Understand consumer attitudes towards eco-friendly FMCG, including whether they view it
positively or sceptically
23
•To find out consumer willingness to pay more for eco-friendly FMCG products.
18
•To investigate how consumer’s awareness of environmental issues influences their preferences when
shopping for eco-friendly products.
74
LIMITATIONS OF THE STUDY
82
There are a number of potential limitations that should be taken into account when conducting a study
on consumer perception towards eco-friendly FMCG (fast-moving consumer goods) with a particular
focus on the Ernakulam district. These limitations may affect the study's validity, generalizability, and
scope.
Sample size and representativeness: If the sample is too small or isn’t demographically representative
of the district’s population, the study’s conclusions might not apply to the full Ernakulam district’s
population.
Sample bias: The sample technique may have included biases, such as selecting only members of
particular demographic or geographic groupings, which could distort the findings and restrict their
applicability.
53
Response bias: When it comes to environmental issues in particular, participants may give answers
that they believe to be more socially acceptable than those that accurately represent their views or
actions.
Restricted access to participants: The study’s capacity to collect a variety of viewpoints may be
hampered by difficulties in locating or enlisting volunteers, particularly those who are representative
of the target community.
Time constraints: A study’s depth and breadth may be limited by a lack of time for data collection and
45
analysis, which could have an effect on the reliability of the results and the thoroughness of the
research.
Validity of measurement tools: The accuracy and dependability of the results may be impacted if the
scales or other instruments used to gauge consumer views are not sufficiently validated for the
Ernakulam district’s eco-friendly FMCG context.
External influences: Over time, the validity and applicability of the findings may be impacted by
variables beyond the scope of the study, such as shifts in consumer behaviour, market trends, or
environmental regulations.
Study scope: Limiting the findings' applicability to other areas or populations with distinct
socioeconomic, cultural, or environmental traits by concentrating only on the Ernakulam district.
HYPOTHESIS
Hypothesis 1
15
H0 : There is no significant difference between level of awareness and age of respondents
Hypothesis 2
83
H0 : There is no significant association between level of awareness and educational qualification of
respondents
Hypothesis 3
76
H0 : There is no significant difference between willingness to pay more for eco-friendly products and
income of respondents.
Hypothesis 4
H0 : There is no significant difference between attitude towards eco-friendly products and gender of
respondents
METHODOLOGY
63
Methodology involves collection of primary and secondary data. Primary data is collected through
questionnaire and survey. The source of secondary data is website, journal and magazines
85
CHAPTER 2
LITERATURE REVIEW
LITERATURE REVIEW
9
Several studies have been conducted on consumer perception regarding eco-friendly fast-
29
moving consumer goods (FMCG). These studies have explored various aspects of consumer
attitudes, behaviour, and purchase intentions towards green FMCG products. Some of the key
114
findings include the influence of consumer green ideals, environmental knowledge, and green
22
behaviours on the perception of green product. Additionally, research has investigated the
willingness of consumers to pay for eco-friendly FMCG products and the factors that
influence their purchase decisions. Furthermore, a review highlighted the importance of
reducing the cost of green FMCG products to make them more attractive to economically
conscious consumers. Overall, the literature reflects a growing interest in understanding
22
consumer attitudes towards eco-friendly FMCG products and the factors that shape their
perceptions and purchasing behaviour.
1. In 2021, Manjeet Sharma and Dr. Seema Mahlawat studied environmentally friendly
123
programs aimed at producing green fast-moving consumer goods. The base of the current
investigation was solely published materials. According to the report, a large number of
FMCG companies have improved their products to make them more hygienic and
58
environmentally friendly by implementing green programmers. Using renewable resources in
production, such as installing solar energy and biogas plants and using rainwater collection
techniques, is one of these approaches.
2. Researchers Bernard Osei, Venkateswarlu Chandu, and K Pradeep Reddy (2023) studied
how consumers felt about green marketing that targeted eco-friendly fast-moving consumer
135
items. For this reason, the cities of Vishakapatnam and Vijayawada were chosen. It was
discovered that a consumer's attitude toward eco-friendly items is unaffected by their marital
situation, level of education, gender, or socioeconomic standing. The results were obtained
using the McNemar test.
29
3.A case study on the market awareness of eco-friendly FMCG items in the Mysore district
was carried out by Dr. B. Nagaraju and Thejaswini H.D. in 2014. A systematic questionnaire
survey was used to conduct the investigation. The study's findings indicate that customers in
Karnataka's Mysore area are more conscious of and concerned about environmentally
friendly FMCG products. According to the report, eco-label is a significant instrument for
environmental marketing.
4. A descriptive study on "Consumer's Attitude and Purchase Intention towards Green
29
Products in the FMCG Sector" was conducted in 2014 by Shwetha Singh, Deepak Singh, and
9
K.S. Thakur. This study aimed to investigate the impact of four conventional marketing mix
25
components—satisfaction, word-of-mouth (WOM), and eco-friendly product FMCG—on
consumer attitudes and purchase intentions. Among all the parameters, satisfaction had the
34
most impact, suggesting that marketing managers should be concerned about the greater
value of eco-friendly products. In order to make recurrent purchases, consumers place a high
value on the products' ultimate worth.
5.A study was undertaken by Jhonsi Gloria, Dr. U Rajan, and Dr. S Suresh to investigate how
117
consumers perceive green advertising in environmentally friendly consumer items. According
134
to the research, increasing the public's intention to make green purchases will have an impact
on how many eco-friendly products are purchased. According to reports, participants firmly
17
agreed that the green ads served as reliable information sources. The researcher used both
primary and secondary data for this investigation.
32
6.With particular reference to Coimbatore city, Dr. M. Anbukarasi and N. Dheivanai
conducted an analytical study on consumer awareness regarding green fast-moving consumer
goods. Finding out how aware Coimbatore District consumers were of specific Green FMCG
53
items was the primary goal of the study. Finding out how the knowledge levels of male and
female customers in the Coimbatore District differed was the secondary goal. The study
found that customers have a high degree of knowledge and are conversant with
environmental issues.
7. James A Roberts (1999) has investigated the dynamic behaviour of consumers who are
environmentally aware. Moreover, the study introduces a method of analysing and
categorising university students based on their environmental awareness shopping habits. The
results indicate that geographical factors do not have the same effect as psychographic factors
on profiling, despite extensive research carried out in recent years. According with prior
results, the research suggests that Perceived Customer Efficiency gives the best insight into
environmentally aware customer behaviour.
145
8.Dr. Shruthi P. Maheshwari (2014) investigated consumer attitudes and perceptions of eco-
friendly products, consumer awareness of these products, and the impact of marketers'
advertising campaigns on consumers. The research carried out in Madhya Pradesh. A
structured questionnaire with a range of 21 to 45 years was given to 120 female customers.
According to the survey, consumers were not sufficiently informed about green durables,
their branding, or how to market functional eco-friendly products.
9. Manvi Yadav (2019) studied the variables influencing consumers' decisions to buy
environmentally friendly FMCG items. The study's goals were to pinpoint the elements that
129
businesses use—Product, Price, Place, and Promotion—to sway consumers' decisions to
purchase environmentally friendly goods and to ascertain the elements that come from
customer satisfaction, perception, and word-of-mouth that encourage green product
40
purchases. It was observed that everyone feels that green products are better for the
environment and is willing to pay a higher price for them, regardless of age, gender, status, or
money.
21
10. A study on the impact of green marketing mix strategies on the performance of fast-
moving consumer goods companies in Nairobi County was carried out by Kirimi, Charles G
21
in 2014. The study's goals were to list the green marketing mix tactics used by FMCG
companies in Nairobi and ascertain how these tactics affected the FMCG companies'
organizational performance in Nairobi County. The results showed that businesses have
21
incorporated a variety of green marketing mix methods, with the FMCGs utilizing the green
place strategy to a great degree.
11. Research on the "Impact of marketing mix on consumer attitude and purchase intention
towards green products" was done in 2018 by Sargam Bahl and Tulika Chandra. The study
looked into how customers' attitudes toward green behaviour and their purchase intentions
41
were affected by the product, price, place, and promotion of green items in the marketing
mix. The research design is quantitative and descriptive in character. Respondents connected
to four retail locations in Dehradun, Uttarakhand, that sell green items were the subject of a
survey. The findings showed that purchase intention and attitude toward green behaviour are
significantly impacted by green marketing mix elements. Additionally, it is very informative
of how marketing mix elements and attitudes toward green behaviour interact to influence
purchase intention.
12. The study "Purchase intentions and consumers Attitude towards environment: A study of
eco-friendly products in FMCG sector" was conducted by Dr. Shawkat Hussain Gani in 2017.
79
The study's goal was to investigate the elements of the marketing mix that FMCG businesses
in India employ to influence Indian consumers' attitudes about environmentally friendly
product purchases. The study employs a quantitative research strategy that entails compiling
data from a study and then analysing and looking through the data in relation to the goals of
the research. According to the research, word-of-mouth marketing, promotional activities,
and advertising, along with pleasure from prior understandings, are the main determinants
influencing attitudes and intentions to purchase eco-friendly items. Purchasing
environmentally friendly products is also associated with being willing to pay a higher price.
13.Kwakye Francis and Morel Magali conducted a study titled ‘Green marketing:
Consumers´ Attitude towards Eco-friendly Products and Purchase Intention in the Fast-
Moving Consumer Goods (FMCG) sector. The study investigated the effects of conventional
marketing-mix components, customer satisfaction, and word-of-mouth promotion on
customers' attitudes and intentions to purchase environmentally friendly fast-moving
consumer goods (FMCG). Results showed that consumers who had previously purchased
eco-friendly products, were satisfied with their purchases, and had a favourable attitude
towards paying more for eco-friendly products were more likely to make repeat purchases.
Positive attitudes did not, however, always correspond with real purchasing behaviour.
14. Tahira Javed, Jun Yang, Waseem Gul Gilal and Waseem Gul Gilal conducted a study
titled ‘The sustainability claims’ impact on the consumer’s green perception and behavioural
intention: A case study of H&M. The study investigated the effects of supply chain
sustainability claims on green psychological traits and behavioural intentions. The study,
which focused on H&M's sustainable fashion practices and included 316 Chinese
respondents, found that social claims like "building safety in Bangladesh" and "animal
welfare" significantly influence green psychological variables, while various sustainability
claims drive consistent levels of green trust and loyalty. The results provide marketing
managers in the fashion industry with valuable information to take into account when
formulating positioning strategies, including customer preferences for ethical practices and
trade-offs.
15.Suchir Sachdev did a study on green marketing consumer attitude towards eco-friendly
fast moving household care and personal care products. The importance of "environmental
marketing" and customer attitudes towards the environment and eco-friendly products were
emphasised in this study. Even with environmental laws in place, markets, businesses, and
consumers must take an active role in order for there to be real progress. It is essential that
consumers are aware of the advantages of green products. Though the FMCG industry has
embraced eco-friendly techniques, there is disagreement over whether green products are
more appealing in developing nations like India. The purpose of the study is to evaluate
consumer attitudes towards eco-friendly products, awareness of them, and pro-environmental
considerations in relation to popular household and personal care items.
16. Hallin (1995) in his study concluded that people's desire to address environmental issues,
their desire to be role models, and their conviction that they can contribute to the
conservation of the environment make them participate in environmental behaviour.
Unfortunately, environmentally conscious shopping behaviour is not usually the result of
consumers' good attitudes towards the environment. Most customers don't buy things just
because they care about the environment. For a healthier environment, they won't be
sacrificing additional product characteristics.
17. The empirical study, conducted by Maulik K Rathod and Himanshu Vaidya, delves into
the consumer perception of eco-friendly Fast Moving Consumer Goods (FMCG) products in
Ahmedabad City. The primary objective is to examine the integration of green marketing
with sustainable development and identify the essential conditions for implementing green
marketing strategies effectively. Through a comprehensive analysis of demographic data, the
study concludes that consumers in Ahmedabad City possess an awareness of environmental
degradation and recognize the importance of opting for green products. However, a notable
gap exists in their understanding of the prevailing eco-labels and eco-marks scheme in India.
This finding suggests a need for heightened awareness initiatives to bridge this informational
gap and enhance consumers' knowledge regarding the eco-friendly attributes of FMCG
products, contributing to a more informed and environmentally conscious consumer base in
the region.
18. In their study, T Samsai and S Praveena aims to investigate consumer perceptions towards
eco-friendly Fast Moving Consumer Goods (FMCGs) in Coimbatore City, focusing on
customers' health-related practices and environmental protection interests. The findings
reveal that a significant majority of consumers acquire knowledge about eco-friendly
products primarily through commercials. The driving force behind their purchase decisions
lies in a genuine concern for personal health, indicating a strong link between health
consciousness and environmentally friendly choices. Notably, the study identifies Dabur and
Himalayan brands as predominant choices among respondents, with their excellence
highlighted in advertisements serving as a key influencing factor. The success of these brands
in capturing consumer attention underscores the crucial role of marketing strategies in
shaping perceptions and fostering the adoption of eco-friendly products in the region.
19. In the study by Dr. M. SivaKoti Reddy, the primary objective is to gain insights into
consumer behavior regarding environmentally friendly products within the Fast Moving
Consumer Goods (FMCG) sector. The research focuses on understanding how consumers
make purchasing decisions when it comes to green products and explores the sustainability of
green marketing techniques. The findings reveal that numerous companies strategically
employ green marketing as a tool to gain a competitive edge, tapping into the increasing
public concern for both personal health and environmental issues. This approach not only
serves as a means of environmental protection but is also identified as a well-devised
marketing strategy. The study emphasizes that by cultivating heightened awareness among
consumers about green marketing practices, companies can not only enhance their sales but
also make a meaningful contribution to environmental conservation, aligning economic
success with environmental responsibility in the FMCG industry.
20. In the empirical study by W.M.C.B. Wanninayake, the focus is on consumer attractiveness
towards green products within the Fast Moving Consumer Goods (FMCG) sector. Despite the
evident willingness of consumers to embrace environmentally friendly items, certain
commercial entities resist the transition towards an eco-friendly society. The study highlights
that while there might be initial costs associated with green marketing, over time, it proves to
be a cost-saving strategy, offering growth prospects and incentives for business organizations.
The authors recommend that businesses adopt these environmentally conscious tactics.
Marketers, according to the study, can effectively identify the environmental preferences of
their target market and develop products that align with those preferences, including
ecologically friendly packaging options such as recycling, biodegradability, and reusability.
The study suggests that businesses should ensure their products not only meet but surpass
consumer expectations for quality. Furthermore, the study proposes that marketers may
successfully implement premium pricing strategies, emphasizing the environmental
friendliness of their products as an additional value proposition to consumers.
21. In their research on modelling consumer perceptions of green products, purchasing
behaviour, and loyalty, Felix Chikosha and Nobubele Potwana aim to achieve several
objectives. The study employs a quantitative methodology, utilizing self-reporting
questionnaires distributed to consumer households in selected areas of Zimbabwe. The
research assesses the impact of various factors, including product quality, environmental
concerns, situations influencing green product purchases, preferences for green products, and
their subsequent influence on re-purchase intention. The findings indicate a positive influence
of product quality, environmental concern, preference for green products, environmental
responsibility, and selection attributes on green purchase intention. Notably, the study does
not observe a significant impact regarding situations affecting purchase behaviour.
Importantly, the research identifies a robust correlation between purchase intention and re-
purchase intention, shedding light on the interconnectedness of these elements in shaping
consumer behaviour towards green products.
22. Shellyana Junaedi(2012) investigated the impact of values orientation on ecological
sustainability in her study. The study also covered the relationship between green buying
intention and ecological knowledge, ecological effect, premium pricing, and environmental
consciousness. One moderating variable in the casual model's development is income level.
According to the results of route analysis using multi-group structural equation modelling,
the tested model offers a sufficient fit. The analysis demonstrates that the model is
significantly moderated by the degree of income disparities.
23. In the study conducted by Ms. Neha Bhagat and Dr. Tanushree Mukherjee, the spotlight
is on consumer perceptions towards green marketing communication, with a specific focus on
PepsiCo India. Through a targeted survey involving respondents familiar with PepsiCo's
marketing communication, the research sheds light on the diverse green marketing strategies
employed by the company and their tangible impact on consumer perceptions and subsequent
purchase decisions. The findings underscore the crucial role played by these strategies,
highlighting that it is not merely the adoption of green marketing practices but also the
implementation of robust communication strategies that effectively convey a brand's
commitment to sustainability. This is particularly important in appealing to the
environmentally conscious consumer base, emphasizing the need for companies like PepsiCo
to align their messaging with the values and concerns of consumers for a more impactful and
resonant marketing approach.
24. The research on "Green Consumerism: Consumer Purchase Intention and behaviour
towards Green Products in FMCG Sector" by Kaviya, S., and Priyadarshini, R. G. explores
the dynamics of consumer behaviour and purchase intentions in the context of green products
within the Fast Moving Consumer Goods (FMCG) sector. With an increasing global
awareness of environmental concerns, consumers are progressively inclined towards
sustainable and eco-friendly choices. The study aims to provide valuable insights into the
factors influencing consumers' decisions to opt for green products in the FMCG sector,
examining the interplay between purchase intention and actual consumer behaviour. By
delving into these aspects, the research contributes to the understanding of green
consumerism trends and offers implications for businesses seeking to align their strategies
with environmentally conscious consumer preferences. As consumers increasingly prioritize
environmental sustainability, businesses operating in the FMCG sector need to adapt their
strategies to meet these evolving demands. By understanding the factors influencing green
consumerism, companies can tailor their marketing approaches, product development, and
communication strategies to resonate with environmentally conscious consumers.
25.The empirical study on consumer buying behaviour towards eco-friendly Fast Moving
Consumer Goods (FMCG) products in Western Odisha, conducted by Bijayalal Naik, Saroja
Meher, and Bikash Sethy, delves into the intricate dynamics of consumer preferences in the
context of environmentally sustainable FMCG products. With a growing global
consciousness towards environmental conservation, consumers are increasingly making
choices aligned with eco-friendly values. This research aims to unravel the factors that
influence consumer buying behaviour in Western Odisha, shedding light on the unique
regional nuances that may impact the adoption of eco-friendly FMCG products. The findings
illuminate the factors shaping consumers' choices, offering implications for businesses and
policymakers aiming to promote sustainable practices in this region. As consumers
increasingly prioritize eco-friendly options, businesses in the FMCG sector can tailor their
strategies to meet these evolving demands, ensuring a more sustainable marketplace
26. Consumer buying behaviour is a complex interplay of various factors that influence
individuals' choices in the marketplace. In recent times, there has been a growing awareness
and concern about environmental sustainability, leading to an increased focus on eco-friendly
and socially responsible products. One such aspect gaining prominence is carbon labelling in
the Fast-Moving Consumer Goods (FMCG) sector. This research by Nitin lal Bhardw aims to
delve into consumer buying behaviour towards carbon labelling specifically within the
context of Tesco Supermarket. The findings provide valuable insights into the extent to which
carbon labelling influences consumer choices and the factors that contribute to its
effectiveness or limitations. As environmental concerns continue to shape consumer
preferences, businesses, including supermarkets like Tesco, can leverage this knowledge to
better align their product offerings with evolving consumer values.
27. Hughner (2007) in his study concluded that although the majority of consumers are in
favour of purchasing organic products, only a small proportion actually do so. According to
the survey, thirty per cent of British consumers are concerned about the environment, but
rarely make environmentally conscious purchases. Therefore, it is clear that there is a gap in
what consumers think and what they really do. The term "green buying irregularity" describes
this discrepancy between consumers' favourable perceptions of buying environmentally
friendly goods. It suggests that consumers' enthusiasm for environmentally friendly materials
isn't being fully reflected in their purchasing decisions.
28. Varghese Anu and J Santhosh (2015) conducted research in Kerala’s Kollam district to
determine how environmentally friendly products influence consumer behaviour. The survey
method was used to create descriptive research. The study used a sample size of about 80
randomly selected clients. The study emphasizes how important it is to be aware of your
surroundings. Environmental sustainability is now essential to operating morally and
financially successful businesses. To enhance consumer awareness and promote
environmentally conscious purchasing practices, the government and the community should
continue to work together.
29. The Tiruchirappalli District study by Muthukaruppan Usharani and R Gopinath examines
customer behaviour with regard to organic food products and the influence of green
marketing on buying decisions. The results show that consumers’ choices for organic
products are being influenced by their increased awareness of green products. Notably,
respondents who were female and who held doctorates showed a greater propensity to select
organic products.
49
30. In their study, P Rathnayake, J Siyambalapitiya, and K Perera examine how young Sri
33
Lankan consumers’ purchase intentions are affected by green marketing strategies, with a
particular emphasis on fast-moving consumer goods (FMCGs). The study, which comprised a
survey of 384 participants, discovered that eco-branding had a greater impact on consumers’
128
purchase intentions than environmental marketing and eco-labels. The study suggests that
these green marketing strategies be widely promoted in the marketplace, with a focus on
using eco-labels to support sustainability goals.
CHAPTER 3
THEORETICAL FRAMEWORK
THEORETICAL FRAMEWORK
40
ECO-FRIENDLY PRODUCTS
Eco-friendly products, sometimes referred to as green or environmentally friendly products,
26
are made and developed with the goal of reducing their environmental impact over the course
of their whole life cycle. These goods are made with renewable resources, energy-saving
106
techniques, and frequently recyclable or biodegradable components. Reducing pollution, the
use of non-renewable resources, and the total ecological footprint are the objectives of eco-
121
friendly products. These products stress environmental conservation throughout the whole
production, packaging, and disposal process, encouraging more sustainable and conscientious
consumer habits. Purchasing environmentally friendly goods promotes a change in lifestyle
toward one that is more ecologically conscious as well as a healthier world.
ECOLABELLING
92
One of the key green marketing strategies applied to eco-friendly products is the eco-label.
Consumers can use ecolabels as a tool to help them in the process of selecting
3
environmentally sustainable products. It also enables students to comprehend the
manufacturing process of products. Marketing uses environmental labels to make it easier to
label eco-friendly items. Labels that are composed of several tiny bits of paper or labels that
have intricate schematics that are a part of the packaging for the product. Products' brands
alone may be listed on labels, or they may contain a variety of information. In certain
circumstances, the seller might prefer a clear "Label," yet they are required by law to provide
98
further details. The willingness of consumers to purchase a green product is positively
20
impacted by the recognition of the eco-label. Furthermore, earlier studies conducted in
Western countries have concluded that the majority of customers have a positive perception
3
of environmental issues when it comes to products with eco-labels. Eco-labels are visually
appealing devices that inform consumers about how their purchase decisions affect the
3
environment. Eco-labelling schemes were introduced to support environmental consumerism
by directing consumers to identify products that are more ecologically friendly than other
similar products.
ECO BRAND
3
A product's name, symbol, or picture that denotes environmental safety is called an eco-
3
brand. By using eco-brand features, consumers may be able to tell them apart from other non-
green items. Customers will want to choose environmentally friendly alternatives for
products with high environmental effect in proportion to those with low environmental
20
impact. Aerosols, glass-based products, household cleaners, insecticides, and plastics are
viewed by Malaysian consumers as non-green products with a high environmental effect.
9
Because of this, it is reasonable to assume that consumers will respond favourably to items
5
that have environmental features—also known as eco-branded products. Environmental
labels should leave a positive impression on a consumer's perception of a brand's
environmental behaviour. Understanding how brands affect consumers' opinions about what
to buy is crucial for marketers and marketing academics. We refer to this effect as brand
20
equity. The specific effect that brand awareness has on a customer's response to that brand's
140
marketing from that customer's perspective is known as brand equity. Green branding should
be used to highlight the fact that environmentally friendly items may perform in the same
20
way as conventional ones. Additionally, green brands ought to help customers differentiate
5
them from other brands that behave in the same way. Emotional brand benefits are a crucial
factor in convincing people to alter their real purchasing behaviour and choose eco-friendly
items. As a result, consumers will start to prioritize buying environmentally friendly items
over more profitable ones since the business community should focus on protecting the
5
environment rather than increasing profits. Green marketing benefits society by encouraging
not only the discussion but also the application of green business practices, which in turn
improves profitability—a direct benefit for the business itself. Companies that engage in
environmental business operations actually stand a good chance of improving their mindset.
5
This is due to the fact that in order for them to claim that their products are environmentally
friendly, they must evaluate them in a way that satisfies all valid requirements in order to
3
obtain approved eco-labels.
ENVIRONMENTAL ADVERTISEMENT
Most organizations favour environmental ads through media or newspapers as green tactics
for introducing their products to environmentally conscious consumers in order to boost
global green movements and increase public awareness of environmental challenges. One
strategy to strongly influence consumers' purchasing decisions and persuade them to purchase
environmentally friendly items is through green advertising. Additionally, consumers draw
their attention to the advantages of their shopping decisions for both the environment and
oneself. According to Davis (1994), a green advertisement consists of three components.
Initially, the business will release an environmental statement. Second, by adopting a
41
different process from the green marketing, the business will show that it cares about the
environment and is committed to making improvements. Thirdly, green advertising will
support the company's specific environmental initiatives. Consumers will become distrustful
of environmental advertising when the number of businesses exploiting environmental
interest in their advertisements rises, even when some of them are only green washing. The
3
effectiveness and effects of green advertising are a big concern for marketing managers who
want to be environmentally conscious and hope that consumers will reward them for their
conscientious actions. Advertising professionals and marketing managers must become
proficient in communicating environmental facts and presenting it in advertisements.
33
FAST MOVING CONSUMER GOODS ( FMCG GOODS)
In the last twenty years, there has been a remarkable shift in the FMCG industry in India.
1
Rising government initiatives, changes in traditional culture and lifestyle, policy and
regulation changes, rising advertising costs by FMCG companies, rising income levels,
urbanisation, and changing consumer behaviour have all contributed to this. Other factors
118
include rising digitization and multiple channels of trade. FMCG is sometimes referred to as
consumer packaged goods (CPG). These products stand out for having a short shelf life and
are available for purchase immediately for relatively inexpensive prices. FMCG products are
used widely and have a very short spam lifecycle as a result of growing customer demand.
FMCG, consumer goods, and perishables are all covered. This study takes into account the
overall green activities of multiple organisations. These days, companies go out of their way
to operate in an environmentally responsible manner. In an effort to maximise revenues, the
green industry often ignores the negative environmental repercussions in the FMCG sector.
For executives inside a company, sustainability becomes a critical consideration when
making decisions. Green is a well-liked and successful colour for marketing. These
organisations' green projects can provide new ideas for companies looking to use
environmental approaches. Given that FMCG is an evergreen market, future businesses
looking to enter the space might use the study's findings to help them create their approach.
1
MAJOR SEGMENTS IN FMCG SECTOR IN INDIA
The Indian Brand Equity Foundation (IBEF) states that the fast-moving consumer goods
(FMCG) market is primarily divided into three categories based on their respective market
shares. The food and beverage section accounts for 19% of the total market share and
1
includes items such as confectionery, staples/cereals, bakery goods (such as biscuits, bread,
and cakes), snack foods, chocolates, ice cream, processed fruits, vegetables, meat, and dairy
products, as well as branded flour, rice, and sugar; tea, coffee, juices, bottled water, health
drinks, soft drinks, and other beverages; the household and personal care sector accounts for
1
50% of the market share and includes items like laundry soaps and detergents, skincare
products, oral care, hair care, personal wash, deodorants, cosmetics, feminine hygiene
products, and healthcare such as over-the-counter medications, nutritional supplements and
vitamins, dental hygiene, feminine hygiene, and other (variety of pharmaceutical items)
MAJOR FMCG PAYERS IN INDIA

1
The Indian market is appealing to both domestic and foreign enterprises because of its large
population, diverse customers, and high percentage of teens. FMCG, or fast-moving
consumer products, began to emerge in India as a result of the country's rapidly increasing
demand for everyday basics. For the most part, people rely on FMCG companies to provide
their basic necessities. There are a lot of FMCG companies operating in India. Thanks to their
vast distribution networks, the top FMCG companies are able to distribute their products over
147
the entire country. Each of these businesses provides a variety of products to meet the needs
of their clientele. The companies listed above are the top FMCGs available due to their
superior product quality, packaging, production, and ongoing innovation. Thanks to their
amazing products and proven ability to delight consumers and households, these leading
1 1
FMCGs have carved out a position for themselves in extremely competitive markets. The top
10 FMCG companies in India for 2020–21 are Hindustan Unilever Ltd., ITC Ltd., Nestle
India Ltd., Britannia Industries Ltd., Dabur India Ltd., Godrej Consumer Products Ltd.,
Colgate–Palmolive, Procter & Gamble India group ltd., Parle Agro, and Patanjali Ayurved.
These companies are ranked according to market capitalization and brand popularity.
GREEN CONSUMER
8
A green consumer is typically understood to be someone who chooses to buy green products
instead of conventional ones and/or practices ecologically friendly activities. Green
consumers have stronger internal controls because they think that each individual can have a
significant impact on environmental conservation.
77
Because of this, they believe that everyone should have a role in environmental protection—
8
consumers included—instead of just the government, industry, environmentalists, and
scientists. Additionally, they are less dogmatic and more accepting of novel concepts and
goods. Their willingness to be receptive makes it easier for them to embrace eco-friendly
practices and goods.
Green consumers often prioritize products that are:
62
1. Environmentally friendly: Products that have minimal negative impact on the environment,
139
such as those made from recycled materials, are energy-efficient, or have a lower carbon
footprint.
2. Sustainable: Goods and methods that promote resource preservation and long-term
ecological balance. This could be selecting products manufactured from renewable resources
or endorsing businesses that use sustainable business methods.
136
3. Ethically Produced: Consumers who are environmentally conscious may look for goods
that are made using fair labour practices and ethical corporate standards. In addition to a
product's environmental impact, they might also take into account its social and labour
implications.
4. Locally Sourced: In an effort to boost regional economies and lower emissions associated
with transportation, some environmentally conscious consumers choose purchasing goods
that are made or sourced locally.
5.Low-Waste or Zero-Waste: For environmentally conscious consumers, cutting waste is a
top priority. They might select goods with little to no packaging, patronize businesses that
recycle, or embrace a zero-waste way of living.
103
6.Certified Organic: Eco-aware shoppers frequently favour organic goods made without the
use of artificial herbicides, pesticides, or genetically modified organisms (GMOs).
7.Energy-Efficient: Green consumers may also take energy efficiency into account and
choose products that use less energy in production, use, and disposal.
Being a green customer might have many different reasons, but it's common to want to
support sustainable and ethical business operations, lessen pollution, and help conserve the
51
environment. Consumers that place a high priority on sustainability and environmental
responsibility may present a rising market for businesses that share these beliefs.
ADVANTAGES OF ECO-FRIENDLY FMCG PRODUCTS
119
1. Environmental Conservation: Eco-friendly FMCG products are designed to have a lower
environmental impact, contributing to the conservation of natural resources, reduction in
pollution, and minimizing carbon footprints.
2. Health Benefits: Many eco-friendly FMCG products are made from natural and organic
ingredients, reducing the exposure to harmful chemicals. This can contribute to better health
outcomes for consumers.
3. Brand Image and Reputation: Companies that prioritize and produce eco-friendly FMCG
products often enjoy a positive brand image. Consumers are increasingly valuing brands that
demonstrate a commitment to sustainability and environmental responsibility.
26
4. Market Demand: As consumer awareness about environmental issues grows, there is an
increasing demand for eco-friendly products. Companies producing such products can tap
into a growing market segment.
12
5. Regulatory Compliance: Adhering to eco-friendly practices can help companies comply
with environmental regulations, reducing the risk of legal issues and enhancing their
corporate responsibility.
51
6. Cost Savings in the Long Run: While the initial costs of producing eco-friendly products
91
may be higher, companies can experience cost savings in the long run through energy
efficiency, waste reduction, and sustainable sourcing practices.
7. Innovation and Competitive Advantage: Developing and offering eco-friendly FMCG

54
products can drive innovation within the industry. Companies at the forefront of sustainable
practices can gain a competitive advantage.
8. Consumer Loyalty: Brands that demonstrate a commitment to environmental sustainability

often build stronger connections with consumers. Loyalty can be enhanced when consumers
feel that their values align with those of the brand.
9. Market Differentiation: Eco-friendly products can set a company apart from competitors,
helping them stand out in a crowded market. This differentiation can be a key factor in
attracting environmentally conscious consumers.
10. Long-Term Viability: In the face of global environmental challenges, companies that
43 55
adopt eco-friendly practices are likely to be more resilient in the long term. Sustainable
business practices contribute to the overall viability and longevity of a company.
DISADVANTAGES OF ECO-FRIENDLY FMCG PRODUCTS
1. Higher Cost: Eco-friendly products often involve more sustainable sourcing,

manufacturing, and packaging processes, which can result in higher production costs. This
may lead to increased prices for consumers, potentially limiting the affordability of these
products.
2. Limited Availability and Variety: Eco-friendly alternatives might not be as widely available
as traditional products, and there may be a more limited range of choices. Consumers may
find it challenging to switch to eco-friendly options if they are not readily accessible.
3. Perceived Quality Issues: Some consumers may associate eco-friendly products with lower
quality or effectiveness. This perception can stem from a belief that sustainable materials and
processes may not perform as well as traditional counterparts.
4. Transition Challenges: Companies transitioning to eco-friendly practices may face

challenges in terms of reengineering their supply chains, finding suitable sustainable
alternatives, and adapting existing manufacturing processes. These challenges can impact the
overall efficiency and effectiveness of production.
5. Biodegradability and Decomposition Time: Some eco-friendly materials, such as certain

biodegradable plastics, may still take a considerable amount of time to decompose.
Additionally, if not disposed of properly, these materials may not break down as intended,
leading to potential environmental issues.
95
6. Consumer Education: Lack of awareness or understanding about the benefits of eco-
friendly products may be a barrier to widespread adoption. Companies may need to invest in
141
educational initiatives to inform consumers about the positive environmental impact of
choosing sustainable options.
7. Supply Chain Complications: Sustainable sourcing of raw materials can be challenging,

especially if there are limited suppliers for eco-friendly alternatives. This may lead to
potential disruptions in the supply chain.
8. Regulatory Compliance and Certification Costs: Meeting and maintaining eco-friendly

certifications can involve additional costs and regulatory compliance requirements. This may
pose a challenge for some companies, particularly smaller ones, in adhering to these
standards.
NEED FOR ECO-FRIENDLY PRODUCTS
12
1. Environmental Conservation: Eco-friendly products are designed to minimize their impact
9
on the environment. They often use sustainable materials, reduce resource consumption, and
aim to decrease pollution, contributing to the conservation of ecosystems and biodiversity.
2. Climate Change Mitigation: Traditional manufacturing processes and the use of non-
renewable resources contribute significantly to greenhouse gas emissions and climate change.
Eco-friendly products, through sustainable sourcing and production methods, help mitigate
these environmental impacts.
12
3. Resource Conservation: Eco-friendly products often prioritize the efficient use of
resources, such as water, energy, and raw materials. This helps reduce overall resource
depletion and minimizes the environmental footprint associated with extraction and
production.
4. Waste Reduction: Many eco-friendly products are designed to be easily recyclable,

12
biodegradable, or compostable. This approach aims to reduce the amount of waste in landfills
and oceans, addressing the global issue of plastic pollution and waste management.
107
5. Consumer Health and Safety: Eco-friendly products often avoid the use of harmful
chemicals and toxins that can be detrimental to human health. Consumers are becoming more
conscious of the potential health risks associated with certain ingredients in traditional
products, leading to a preference for safer alternatives.
60
6. Corporate Social Responsibility (CSR): Companies are increasingly recognizing the
importance of corporate social responsibility. Adopting eco-friendly practices and offering
sustainable products contribute to a positive corporate image, helping businesses attract
environmentally conscious consumers and investors.
127
7. Regulatory Compliance and Standards: Governments and international bodies are
implementing regulations and standards to promote sustainability and reduce environmental
impact. Compliance with these regulations often requires companies to adopt eco-friendly
practices and offer products that meet specific environmental criteria.
75
8. Consumer Awareness and Demand: As environmental awareness grows, consumers are
seeking products that align with their values and preferences for sustainable living. The
146
demand for eco-friendly products has risen, prompting companies to adapt their offerings to
meet these preferences.
9. Long-Term Economic Viability: Sustainable business practices, including the production of

126
eco-friendly products, can contribute to long-term economic viability. Companies that
prioritize sustainability are better positioned to adapt to changing market dynamics, reduce
operational costs, and maintain a positive brand reputation.
148
10. Innovation and Technological Advances: Advances in technology and innovation have led
to the development of new materials and manufacturing processes that are more
environmentally friendly. This encourages businesses to explore and adopt sustainable
solutions in their products.
CONSUMER PERCEPTION
78
The term "consumer perception" describes how people understand and interpret information
about goods, services, brands, or general market experiences. It includes a wide range of
intricate cognitive and affective processes by which customers develop attitudes, beliefs, and
opinions on different facets of a good or service. Social influences, cultural aspects, personal
137
experiences, sensory inputs, and commercial communications all have an impact on these
impressions. Decisions about what to buy, which brands to stick with, and how satisfied a
143
customer is are all heavily influenced by their perception. In order to meet or surpass
customer expectations in a competitive market context, businesses frequently work to
understand and control consumer perceptions through the implementation of successful
55
marketing tactics, guaranteeing product quality, and cultivating a positive brand image.
CONSUMER BEHAVIOUR
In the context of sustainability marketing, consumer behaviour refers to how people choose
and decide on goods and services based on their ethical and environmental concerns. The
goal of sustainability marketing is to change customer behaviour by highlighting a product or
brand's beneficial effects on the environment and society. Sustainability is becoming a top
priority for consumers, who look for items that support social responsibility and
environmental conservation while also being consistent with their values. Consumer
9
behaviour in sustainability marketing is influenced by a number of factors, such as perceived
validity of sustainability claims, ethical sourcing, transparency in production methods, and
understanding of environmental issues. These elements are tapped into by successful
sustainability marketing tactics to build a strong bond between consumers and brands,
instilling a feeling of accountability and motivating more environmentally friendly product
choices recognising and meeting customer needs.
CONSUMER BEHAVIOUR IN RELATION TO ECO-FRIENDLY PRODUCTS
18
Consumer behaviour in the context of eco-friendly Fast-Moving Consumer Goods (FMCG)
refers to the way individuals or groups of people make decisions and take actions when
choosing and using environmentally sustainable and responsible products within the FMCG
81
sector. This behaviour is influenced by a variety of factors, including personal values,
awareness, attitudes, and external influences.
ETHICAL MARKETING
In sustainability, ethical marketing places a strong emphasis on open, sincere communication
on social responsibility and environmentally friendly methods. By bringing customer ideals
and ethical brand behaviours together, it fosters trust. This strategy promotes customer loyalty
and good perception while strengthening the foundation of a more robust market ecosystem.
SUSTAINABLE PACKAGING
The goal of sustainable packaging is to reduce a product's negative environmental effects at
every stage of its existence. It entails encouraging recyclability, cutting waste, and utilising
environmentally friendly materials. This strategy takes into account the concerns of
customers, encourages environmental stewardship, and links companies with sustainable
practices for a more environmental friendly future.
PRODUCT INNOVATION
144
When it comes to sustainability marketing for Fast-Moving Consumer Goods (FMCG),
product innovation entails creating items that are both socially and environmentally
responsible. This entails using eco-friendly materials, cutting carbon emissions, and
designing packaging that is environmentally friendly. The goal of sustainable product
innovation is to satisfy consumer demand for products made ethically, set brands apart from
competitors, and support the development of a more socially and ecologically conscious
business sector. In addition to appealing to environmentally sensitive consumers, businesses
that innovate sustainable products also establish themselves as leaders in encouraging
positive change in the FMCG industry.
SOCIALLY RESPONSIBLE BRANDS

In the context of sustainable marketing, socially conscious companies aggressively
incorporate morality and responsibility into their daily operations. With the intention of
improving society, these brands take into account how their actions may affect the
environment and society. This commitment covers a number of areas, such as community
involvement, fair employment practices, ethical sourcing, and environmental preservation.
Transparent communication of these ideals helps socially conscious firms gain the trust of
59
customers who are looking for goods that are consistent with their sustainable and ethical
principles. Socially conscious firms frequently emphasise their efforts in their sustainability
56
marketing tactics, which build customer loyalty and help create a more ethical and
sustainable marketplace.
BRAND IMAGE
When it comes to FMCG (fast-moving consumer goods) sustainability marketing, brand
image is crucial in influencing consumer attitudes. In the context of sustainability, a brand
that has a favourable image is one that is dedicated to socially and environmentally
responsible actions. Companies that include sustainable practices into their brand generally
highlight ethical sourcing, eco-friendly packaging, and open supply chains. In addition to
drawing in eco-aware customers, this strong brand image also improves general brand loyalty
and repute. By appealing to the growing customer desire for ethical and sustainable products,
sustainability marketing initiatives, when authentically connected with a brand's values, can
lead to a competitive edge in the market and contribute to long-term.
CUSTOMER ATTITUDE
88
The success of sustainability marketing in the Fast-Moving Consumer Goods (FMCG)
26
industry is heavily dependent on consumer sentiments. Customers are becoming more and
more conscious of social and environmental issues, and they are placing a higher value on
businesses that share these beliefs. Attitudes that are favourable toward FMCG sustainability
marketing are frequently impacted by elements like open and honest communication,
59
environmentally friendly features in products, and proven corporate responsibility. Customers
are more likely to support FMCG firms that put sustainability first, such as those that use eco-
friendly packaging, source their products ethically, and are dedicated to lessening their total
environmental effect. Businesses that successfully convey their sustainability programs and
show that they are genuinely trying to improve the environment tend to be more well-liked by
customers.
66
GREENWASHING
The term “greenwashing” describes the dishonest or false marketing strategies used by
businesses to give the idea that they are sustainable or environmentally friendly. To take
advantage of the increasing customer demand for environmentally friendly products, firms
tend to overstate their environmental efforts or employ vague language without providing
116
supporting evidence. Greenwashing has the potential to deceive customers and damage the
reputation of sincere sustainable efforts. It highlights how crucial it is for customers to
exercise caution and seek out third-party certifications or clear information in order to discern
101
between genuine environmentally friendly actions and deceptive advertising strategies. In
order to build confidence and responsibility in the marketing of sustainable goods and
enterprises, it is imperative that greenwashing be addressed.
SUSTAINABLE CONSUMPTION
102
Sustainable FMCG (fast-moving consumer goods) consumption is a group endeavor that
aims to improve society and the environment, rather than just one person’s decision. It invites
customers to think about a product’s whole lifecycle, from manufacture to disposal. Choosing
items with low environmental effect, endorsing businesses that prioritise sustainable sourcing
and production practises, and actively engaging in waste reduction activities are all part of
46
this. Sustainable consumption is fueling innovation in the FMCG industry, resulting in the
creation of environmentally friendly packaging, ingredients that are obtained responsibly, and
lower carbon footprints. Customers who are more thoughtful about their purchases have an
impact on business procedures and help to create a more widespread movement in the
direction of an ethical and sustainable marketplace.
ENVIRONMENTAL AWARENESS
87
Environmental awareness is not only a trend in the Fast-Moving Consumer Goods (FMCG)
industry, but also a key component of sustainable marketing. FMCG companies are changing
110
their tactics in response to the growing consumer demand for environmentally friendly
products. These companies are cultivating brand loyalty and trust among environmentally
conscious consumers by transparently disclosing information about their environmentally
friendly initiatives, which include sustainable packaging and responsible sourcing. Beyond
product promotion, educational efforts are becoming more and more important in order to
arm customers with information regarding how their decisions affect the environment. This
strategy not only makes the world a healthier place, but it also puts FMCG companies at the
forefront of a market where sustainability is becoming more and more important.
SUSTAINABILITY
35
The goal of sustainability is to satisfy current needs without endangering the capacity of
future generations to satisfy their own. It entails social justice, environmental stewardship,
and responsible resource management. In order to ensure that development is both feasible
and long-lasting, sustainability seeks to establish a healthy balance between economic, social,
and environmental factors. Reducing environmental effect, advancing social inclusion, and
43
building economic resilience are important ideas. In order to address global issues like
climate change, biodiversity loss, and resource depletion and ultimately work toward a more
just and resilient world, it is imperative that we adopt sustainable practices.
2
CHAPTER 4
DATA ANALYSIS AND
INTERPRETATIONS
Table 4.1
Gender of respondents
Gender No. of respondents Percentage

Male 61 37.7
Female 98 60.5
Prefer not to say 3 1.8
Total 162 100
Source: Primary Data
2%
38%
60%
Male Female Prefer not to say
19
Figure 4.1: Gender of respondents
Interpretation
31
From the above information it can be understood that 60.5 percentage of the respondents are
Female, 37.7 percentage are male and 1.8 percentage do not prefer to say their gender.
80
Table 4.2
Age of respondents
Age No. of respondents Percentage
18-25 52 32
26-35 36 22.2
36-45 24 14.8
46-55 35 21.7
Above 55 15 9.3
Total 162 100
9.3
32
21.7
14.8
22.2
18-25 26-35 36-45 46-55 Above 55
19
Figure 4.2: Age of respondents
Interpretation
65
From the above table it can be inferred that 32 percentage of the respondents belong to the
age group of 18-25 and 22.2 percentage of the respondents belong to the age group of 26-35.
124
14.8 percentage of the respondents belong to age group 36-45, 21.7 percentage belong to the
64
age group 46-55 and 9.3 percentage of the respondents are above 55years of age.
Table 4.3
Educational qualification of respondents
Educational background No. of respondents Percentage
Undergraduate 91 56.2
Postgraduate 47 29
12th grade 16 9.9
10th grade 1 0.6
Others 7 4.3
Total 162 100
1 7
16
91
47
Undergraduate Postgraduate 12th grade 10th grade Others
2
Figure 4.3 Educational qualification of respondents
Interpretation
15
From the table 4.3 it can be inferred that 56.2 percentage of the respondents are
undergraduates, 29 percentage are post graduates, 9.9 percentage have qualified 12th grade
and 0.6 percentage have qualified 10th grade.
99
Table 4.4
Income of respondents
Income No. of respondents Percentage
Below 25000 49 30.2
25000-50000 42 25.9
50000-75000 33 20.4
Above 75000 38 23.5
Total 162 100
38
49
33
42
Below 25000 25000-50000 50000-75000 Above 75000

Figure 4.4 Income of respondents
Interpretation
10
From the table it can be inferred that 30.2 percentage of the respondents have a family
monthly income below 25000, 25.9 percentage have a monthly income between 25000 and
50000, 20.4 percentage between 50000 and 75000 and 23.5 percentage have a monthly
income above 75000.
Table 4.5
Showing level of awareness of consumers on eco- friendly FMCG
112
Strongly Agree Neutral Disagree Strongly Total
agree Disagree
Awareness on green 58 78 18 6 2 162
consumer goods
Awareness about 37 72 36 13 4 162
eco labels and
symbols
Awareness on 67 64 26 5 0 162
comparatively
healthier and
recyclable quality of
eco- friendly goods
Awareness on the 87 59 13 2 1 162
environmental
issues caused by
non- sustainable
products.
100
90
80
70
60
50
40
30
20
10
0
Awareness on green Awareness about eco labels Awareness on Awareness on the
consumer goods and symbols comparatively healthier and environmental issues
recyclable quality of eco caused by non sustainable
friendly goods products.
2
Strongly agree Agree Neutral Disagree Strongly Disagree

Figure 4.5 Showing level of awareness of consumers on eco- friendly FMCG
Interpretation
86
Statement 1: Majority of the respondents agree that they are aware of green consumer goods.
24
Statement 2: Majority of the respondents just agree that they are aware about various eco
labels and symbols.
37
Statement 3: Majority of the respondents strongly agree that they are aware about the
comparatively healthier and recyclable quality of eco-friendly goods.
24
Statement 4: Majority of the respondents strongly agree that they are aware about the
environmental issues caused by non- sustainable products.
Table 4.6
7
Showing consumer attitude towards eco-friendly FMCG products
agree disagree
Recommendation 63 64 29 5 1 162
of eco-friendly
products
Marketer claims 28 76 46 8 4 162
are hard to
believe
Information 35 71 49 7 0 162
provided in
packaging is
trustworthy
Higher quality in 53 75 28 5 1 162
comparison to
non- sustainable
products
71
80
70
60
50
40
30
20
10
0
Recommendation of eco- Marketer claims are hard to Information provided in Higher quality in
friendly products believe packaging is trustworthy comparison to non
sustainable products
70
Strongly agree Agree Neutral Disagree Strongly disagree

Figure 4.6: Showing consumer attitude towards eco-friendly FMCG products
Interpretation
6
Statement 1: Majority of the respondents just agree that they recommend eco-friendly FMCG
products to others based on their personal experience.
9
Statement 2: Majority of the respondents agree that marketer claims regarding green products
are sceptical and hard to believe.
6
Statement 3: Majority of the respondents trust the information provided in the packaging of
eco-friendly FMCG products.
Statement 4: Majority of the respondents agree that green products are of higher quality
compared to conventional products.
Table 4.7
38
Showing agreement towards the comparatively higher price of eco-friendly
products
No. of respondents Total
Strongly agree 29 17.9
Agree 85 52.5
Neutral 34 21
Disagree 12 7.4
52
Strongly disagree 2 1.2
Total 162 100
Source: Primary data
90
80
70
60
50
40
30
20
10
0
10

28
Figure 4.7: Showing agreement towards the comparatively higher price of eco-friendly
products
Interpretation
67
From the table 4.7 it is understood that 17.9% and 52.5% of the respondents strongly agree
130
and agree to the statement that the price of the eco-friendly products are comparatively higher
than that of other products. 21% says neutral, whereas 7.4% and 1.2% disagree and strongly
disagree that prices are high.
Table 4.8
60
Showing willingness to pay more for sustainable products regardless of
similar products being available at lower price
4
No. of respondents Percentage
Agree 66 40.7
Neutral 49 30.2
4
Disagree 20 12.3
Total 162 100
70
60
50
40
30
20
10
0
2
Figure 4.8: Showing willingness to pay more for sustainable products regardless of
similar products being available at lower price
19
Interpretation
From the above table it can be inferred that 14.8% of respondents strongly agree and 40.7%
6
just agree that they are willing to pay more for sustainable products regardless of similar
120
products being available at lower price.30.2% says neutral, whereas 12.3% disagree and
1.9% respondents strongly disagree to pay more.
Table 4.9
30
Showing willingness to pay more for a product from a company with a
strong commitment to sustainability
4
Agree 71 43.8
2
Neutral 51 31.5
Disagree 9 5.6
Strongly disagree 0 0
Total 162 100
80
70
60
50
40
30
20
10
0
2

Figure 4.9: Showing willingness to pay more for a product from a company with a
strong commitment to sustainability
Interpretation
15
From the table 4.9 it can be understood that 19.1 percentage of the respondents strongly agree
111
and 43.8 percentage just agree that they are willing to pay more for a product from a
company with a strong commitment to sustainability.31.5 percentage stays neutral, whereas
5.6 percentage disagree and none strongly disagree that they pay more.
Table 4.10
50
Showing willingness to pay more for eco – friendly products in percentage
terms
Less than 10% 28 17.3
10 to 30% 64 39.5
30 to 50% 38 23.5
More than 50% 28
52
17.3
Not willing 4 2.5
Total 162 100
70
60
50
40
30
20
10
0
Less than 10% 10 to 30% 30 to 50% More than 50% Not willing

57
Figure 4.10: Showing willingness to pay more for eco – friendly products in percentage
terms
17
Interpretation
125
From the above table it is inferred that 17.3 percentage of the respondents are willing to pay
less than 10 percentage premium for eco-friendly products and 39.5 percentage are willing to
pay between 10 percentage and 30 percentage premium.23.5 percentage respondents show
willingness to pay a premium between 30 percentage and 50 percentage ,whereas 17.3
percentage show willingness to pay more than 50 percentage and 2.5 percentage respondents
84
are not willing to pay more for eco-friendly products
Table 4.11
Showing consumer’s awareness of environmental issues influence purchase
113
behaviour
agree disagree
Contribution to 70 72 18 2 0 162
sustainable
future
Consideration of 45 53 55 9 0 162
environmental
impact
Purchase48
of eco- 49 83 26 4 0 162
friendly FMCG
products is
correct from
environmental
point of view
Importance of 46 63 43 9 1 162
environmental
sustainability
Source : Primary Data
90
80
70
60
50
40
30
20
10
0
Contribution to sustainable Consideration of Purchase of eco-friendly Importance of
48
future environmental impact FMCG products is correct environmental sustainability
from environmental point
of view
68

Figure 4.11: Showing consumer’s awareness of environmental issues influence purchase
behaviour
Interpretation
22
Statement 1: Majority of the respondents agree that purchasing eco-friendly FMCG products
will contribute to sustainable future.
47 7
Statement 2: Majority of the respondents were neutral towards the statement that they
consider the environmental impact of a product before making a purchase.
45
Statement 3: Majority of the respondents agree that purchase of eco-friendly FMCG products
is correct from the environmental point of view.
Statement 4: Majority of the respondents agree that when making a purchase decision,
environmental sustainability is important to them.
Table 4.12
Showing intention towards buying green products after first purchase
17
Agree 85 52.5
27
Neutral 36 22.2
Disagree 5 3.1
Strongly disagree 0 0
Total 162 100
90
80
70
60
50
40
30
20
10
0
2

Figure 4.12: Showing consumer intention towards buying green products after first
purchase
Interpretation
15
From the table 4.12 it can be understood that 22.2 percentage of the respondents strongly
agree and 52.5 percentage just agree that they aim to buy green products again after their first
purchase.22.2 percentage says neutral whereas 3.1 percentage disagree and none strongly
disagree on purchasing green products after first purchase.
Table 4.13
Showing conscious purchase of eco-friendly goods
4
Agree 69 42.6
Neutral 49 30.2
44
Disagree 12 7.4
Total 162 100
Source :Primary Data
80
70
60
50
40
30
20
10
0
2

Figure 4.13: Showing conscious purchase of eco-friendly goods
Interpretation
16
From the above table it can be inferred that 19.1 percentage of the respondents strongly agree
and 42.6 percentage just agree that they consciously choose eco-friendly products while
making a purchase.30.2 percentage stays neutral whereas 7.4 percentage disagree and 0.6
percentage strongly disagree on consciously choosing eco- friendly products.
Table 4.14
108
Showing preference towards products which are less harmful to the
environment
69
Agree 71 43.8
Neutral 30 18.5
Disagree 7 4.3
Total 162 100
80
70
60
50
40
30
20
10
0
2

133
Figure 4.14: Showing preference towards products which are less harmful to the
environment
Interpretation
16
From the above table it can be inferred that 32.7 percentage of the respondents strongly
1
agree, 43.8 percentage agree and 18.5 percentage remain neutral that they prefer products
37
which are less harmful to the environment. 4.3 percentage of the respondents disagree and 0.6
percentage strongly disagree to the same.
Table 4.15
Showing continuity in purchase habit due to quality of green products
27
Agree 72 44.4
Neutral 39 24.1
Disagree 2 1.2
Total 162 100
80
70
60
50
40
30
20
10
0
44

Figure 4.15: Showing continuity in purchase habit due to quality of green products
Interpretation
16
From the above table it can be inferred that 29.6 percentage of the respondents strongly agree
and 44.4 percentage agree that they show continuity in their purchase habit due to the quality
73
of green products. 24.1 percentage stays neutral, 1.2 percentage disagree and 0.6 strongly
disagree to the statement.
Table 4.16
Showing shift in purchase of daily use products due to ecological reasons
4
Agree 59 36.4
Neutral 49 30.2
Disagree 21 13
4
Total 162 100
70
60
50
40
30
20
10
0

Figure 4.16: Showing shift in purchase of daily use products due to ecological reasons
Interpretation
16
From the above table it can be inferred that 19.1 percentage of the respondents strongly
agree and 36.4 percentage agree that they show a shift in their purchase of daily use
products due to ecological reasons. 30.2 percentage remain neutral, 13 percentage disagree
and 1.2 percentage strongly disagree to the same.
CHAPTER 5
FINDINGS, SUGGESTIONS AND
CONCLUSIONS
FINDINGS
GENERAL FINDINGS
31
• 60.5% of the respondents are female, 37.7% are male and 1.8% of the respondents
prefer not to say their gender.
17
• 32% of the respondents belong to the age group 18-25, 22.2% respondents belong to
age group 26-35, 14.8% respondents belong to the age group 36-45, 21.7%
respondents belong to the age group 46-55 and 9.3% are of above 55 years of age.
• 56.2% of the respondents are undergraduates, 29% are postgraduates, 9.9% have
completed 12th grade, 0.6% have completed 10th grade and 4.3% have pursued higher
qualifications.
• 30.2% of the respondents have a family monthly income below 25000,25.9% have
income between 25000 and 50000, 20.4% between 50000 and 75000 and 23.5% have
a monthly income above 75000.
• 35.8% of the respondents are highly aware of green consumer goods.

4
• Majority of the respondents are aware about various eco labels and symbols.
• It is clear that 80.8% were positively aware about the comparatively healthier and
recyclable quality of eco-friendly goods.
• 53.7% of the respondents had a high awareness about the environmental issues caused
by non -sustainable products.
6
• Majority of the respondents just agree that they recommend eco-friendly FMCG
products to others based on their personal experience.
9
• 46.9% of the respondents agree that marketer claims regarding green products are
skeptical and hard to believe.
28
• Majority of the respondents trust the information provided in the packaging of eco-
friendly FMCG products.
46
• It is evident that 46.2% of the respondents are agreeing that green products are of
higher quality compared to conventional products.
• The green products are comparatively expensive in nature said 52.4% of the
respondents.
90
• 55.5% of the respondents are willing to pay more for sustainable products regardless
of similar products being available at lower price.
104
• Majority of the respondents show willingness to pay more for a product from a
company with a strong commitment to sustainability.
6
• 87.6% of the respondents agree that purchase of green products will contribute to a
sustainable future.
7
• There is a balance in opinion from the respondents that they consider the
environmental impact of a product before making a purchase.
• 74.7% of the respondents show intention to buy green products after their first
purchase.
6
• Majority of the respondents agree that they consciously purchase eco-friendly goods.
24
• 76.5% of the respondents show preference towards products which are less harmful to
environment.
• Majority of the respondents show continuity in their purchase habit due to the quality
of green products.
• 55.5% of the respondents have begun to use sustainable daily use products due to
ecological reasons.
SPECIFIC FINDINGS
42
Objective 1: Determine the extent to which consumers are aware of eco-friendly products in
the market
Findings
• Most of the respondents are well aware about the existence of green products and
their recyclable quality.
Objective 2: Understand consumer attitudes towards eco-friendly FMCG, including whether
they view it positively or sceptically
Findings
94
• From the study it is evident that a majority of the respondents have a positive attitude
23
towards eco-friendly FMCG goods.
Objective 3: To find out consumer willingness to pay more for eco-friendly FMCG products
Findings
38
• The study reveals that a majority of respondents are willing to pay more for products
that are sustainable in nature
18
Objective 4: To investigate how consumer’s awareness of environmental issues influences
their preferences when shopping for eco-friendly products
Findings
54
• From the study it is evident that consumers nowadays are more conscious of the well -
being of the environment and that they take environmental impact into consideration
while making purchases.
CONCLUSION
42
In conclusion, our study on consumer perception towards eco-friendly Fast-Moving
Consumer Goods (FMCG) reveals a significant and growing interest among consumers in
25
adopting environmentally friendly products. The findings underscore the importance of
sustainability in shaping consumer choices within the FMCG sector.
96
Firstly, the research indicates a heightened awareness among consumers regarding the
environmental impact of their purchasing decisions. Consumers are increasingly inclined
to choose eco-friendly FMCG products, driven by a sense of responsibility towards the
planet. This shift in perception suggests a positive trend towards sustainable and socially
responsible consumption.
72
Secondly, the study reveals that consumers are willing to pay a premium for eco-friendly
FMCG products. This willingness reflects a genuine commitment to supporting
environmentally responsible practices. Companies in the FMCG sector stand to benefit by
aligning their strategies with this consumer sentiment, recognizing the potential for both
financial success and positive environmental impact. Moreover, the study identifies key
factors influencing consumer perception, including product labelling, transparency in
manufacturing processes, and the overall environmental impact of the product lifecycle.
Companies that prioritize eco-friendly practices and communicate this effectively to
57
consumers are likely to gain a competitive edge in the market.
Suggestions
115
• Our study's result show that majority of the respondents recommend green products
that they have liked, which is a very reliable marketing tactic. Recommendation is
one other factor that can be used to increase the consumption for a green product.
• Consumers of eco- friendly products tends to consider marketer claims regarding

the products not so trustworthy. Therefore efforts should be taken to bring trust and
belief in green products, the most important way being supplying best products at
reasonable prices.
• Even though a major number of respondents shows agreement towards the

comparatively higher prices of green products there is a very small section which
remains in disagreement, hence producers should make quality products which
sufficiently makes the prices reasonable.
BIBLIOGRAPHY
BIBLIOGRAPHY
1. Sharma, M., & Mahlawat, S. A Conceptual Study of Green Marketing and Practices
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5. Gloria, J., Rajan, U., & Suresh, S. (2020). A STUDY ON CUSTOMER
PERCEPTION OF GREEN ADVERTISING IN ECO-FRIENDLY CONSUMER
GOODS. International Journal of Management (IJM), 11(12).
6. Anbukarasi, M., & Dheivanai, M. N. CONSUMERS’ENVIRONMENTAL
KNOWLEDGE AND BUYING APPROACH TOWARDS ECO-FRIENDLY
PRODUCTS IN COIMBATORE CITY–AN ANALYTICAL STUDY.
7. Roberts, J. A., & Bacon, D. R. (1997). Exploring the subtle relationships between
environmental concern and ecologically conscious consumer behavior. Journal of
business research, 40(1), 79-89.
8. Maheshwari, S. P. (2014). Awareness of green marketing and its influence on buying
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Management & Research, 8(1/4), 0974-497.
9. Yadav, M. (2020). STUDY OF FACTORS INFLUENCING
CONSUMERS'PURCHASING DECISION OF ECO-FRIENDLY PRODUCTS IN
FMCG SECTOR (Doctoral dissertation).
12. Hussain, T., Edgeman, R., Eskildsen, J., Shoukry, A. M., & Gani, S. (2018).
Sustainable enterprise excellence: Attribute-based assessment
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friendly Products and Purchase Intention in the Fast Moving Consumer Goods
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International Conference on Marketing Management.
ANNEXURE
QUESTIONNAIRE
1.Gender
o Male
o Female
o Prefer not to say.
2.Age
o 18-25
o 26-35
o 36-45
o 46-55
o Above 55
3.Educational background
o 10th grade
o 12th grade
o Undergraduate
o Postgraduate
o Others:
4.Family monthly income
o Below 25000
o 25000-50000
o 50000-75000
o Above 75000
5.To measure the extent to which consumers are aware of eco-friendly products.
(5 – Strongly agree,4 – Agree,3 - Neutral,2 – Strongly disagree,1 – Disagree)
5 4 3 2 1
I am aware of the variety of green consumer durables in the
market.
I am aware of various symbols/labels/certifications/other
identifiers which declare the product as sustainable.
I am aware of the comparatively healthier and recyclable
quality of green products.
I am aware about the environmental issues caused by non-
sustainable products.
6.To understand consumer attitude towards eco-friendly products, including whether they
view it positively or skeptically.
5 4 3 2 1
I recommend eco-friendly FMCG products to others based
on my personal experience
Marketer claims regarding green products are skeptical and
hard to believe.
I trust the information provided in the packaging of
ecofriendly products.
I agree that green products are of higher quality compared
to conventional products.
7.I agree that the comparatively higher prices of eco-friendly goods are completely justified.
o Strongly agree.
o Agree
o Neutral
o Disagree
o Strongly disagree.
8.I am willing to pay a premium for products labelled as sustainable, even if similar products
are available at a lower cost.
o Strongly agree.
o Agree
o Neutral
o Disagree
9.I am willing to pay more for a product from a company with a strong commitment to
sustainability.
o Strongly agree.
o Agree
o Neutral
o Disagree
10.How much more, in percentage terms, are you willing to pay for a product that is
environmentally friendly or sustainably produced?
o Less than 10%
o 10 to 30%
o 30 to 50%
o More than 50%
o Not willing
11.To investigate how consumer's awareness of environmental issues influence their
preferences when shopping for eco-friendly products
5 4 3 2 1
Purchasing eco-friendly FMCG products will contribute
to a sustainable future
I consider the environmental impact of a product before
making a purchase.
I believe that purchase of eco-friendly FMCG products is
correct from the environmental point of view.
When making a purchase decision, environmental
sustainability is important to me.
12.I aim to buy green products again after my first purchase.

o Strongly agree.
o Agree
o Neutral
o Disagree
13.I consciously choose eco-friendly products while making a purchase.
o Strongly agree.
o Agree
o Neutral
o Disagree
14.Given a choice between two products, I prefer to purchase one which is less harmful to
other people and the environment.
o Strongly agree.
o Agree
o Neutral
o Disagree
15.The quality of green products leads to continued product purchase.
o Strongly agree.
o Agree
o Neutral
o Disagree
16.I have changed my principal products (daily use products) for ecological reasons.
o Strongly agree.
o Agree
o Neutral
o Disagree
Similarity Report
24% Overall Similarity

Top sources found in the following databases:
15% Internet database 4% Publications database
Crossref database Crossref Posted Content database
21% Submitted Works database
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The sources with the highest number of matches within the submission. Overlapping sources will not be
displayed.
webology.org
1 1%
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dspace.christcollegeijk.edu.in:8080
2 <1%
Internet
RICS School of Built Environment, Amity University on 2022-05-15

3 <1%
Submitted works
sist.sathyabama.ac.in
4 <1%
Internet
Nottingham Trent University on 2022-01-30

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Submitted works
University of Bradford on 2020-05-02

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researchgate.net
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fastercapital.com
12 <1%
Internet

13 <1%
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14 <1%
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Vels University on 2018-11-11

15 <1%
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Berlin School of Business and Innovation on 2022-10-13

16 <1%
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shanlaxjournals.in
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Open University of Mauritius on 2021-09-11

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pphouse.org
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Ecole Hoteliere de Lausanne on 2017-01-10

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University of Leeds on 2019-12-10

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39 <1%
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dspace.dtu.ac.in:8080
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University of Northumbria at Newcastle on 2022-02-02

41 <1%
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mdpi.com
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Berlin School of Business and Innovation on 2024-02-05

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Universiti Teknologi MARA on 2014-07-10

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University of Newcastle upon Tyne on 2008-12-04

50 <1%
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Glasgow Caledonian University on 2023-05-01

51 <1%
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Help University College on 2009-10-31

52 <1%
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IUBH - Internationale Hochschule Bad Honnef-Bonn on 2023-09-20

53 <1%
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University of Chichester on 2023-01-16

54 <1%
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55 <1%
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diva-portal.org
56 <1%
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ijisrt.com
57 <1%
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Imperial College of Science, Technology and Medicine on 2023-09-03

58 <1%
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University of Wales Swansea on 2023-09-29

60 <1%
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ASSISTANT PROFESSORPG AND RESEARCH DEPARTMENT OF COMMERCE

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A STUDY ON CONSUMER PERCEPTION TOWARDS

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A Dissertation Submitted toSACRED HEART COLLEGE (AUTONOMOUS)THEVARA, ...


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PAPER NAME AUTHOR

GROUP 4 PROJECT.pdf Bismitha, Nandana Thankachan,

WORD COUNT CHARACTER COUNT

14064 Words 82301 Characters

PAGE COUNT FILE SIZE

SUBMISSION DATE REPORT DATE

24% Overall Similarity

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SACRED HEART COLLEGE (AUTONOMOUS)

In partial fulfilment of the requirement for the award of the Degree of

Under the Guidance and supervision of

I hereby declare that the project entitled “A STUDY ON CONSUMER PERCEPTION

This is to certify that the dissertation titled “A STUDY ON CONSUMER PERCEPTION

Signature of the Guide:

Name of the Guide: Assistant. Prof. Elsa George

Name of Head of Department: Prof. Sanu Varghese

BISMITHA MUJEEB (21UCTX1605)

NANDHANA THANKACHAN (21UCTX1613)

CATHERINE SUNIL (21UCTX1615)

4 DATA ANALYSIS AND INTERPRETATION

5 FINDINGS, SUGGESTIONS AND

FIGURE NO. TITLE PAGE NO.

4.2 Age of respondents

4.3 Educational qualification of

4.4 Income of respondents

4.5 Showing level of awareness of

4.6 Showing consumer attitude towards

4.7 Showing agreement towards32the

4.8 Showing willingness to pay more

4.11 Showing consumer’s awareness of

4.12 Showing intention towards buying

4.13 Showing conscious purchase of

4.15 Showing continuity in purchase

4.16 Showing shift in purchase of daily

MAJOR FMCG PAYERS IN INDIA

7. Innovation and Competitive Advantage: Developing and offering eco-friendly FMCG

8. Consumer Loyalty: Brands that demonstrate a commitment to environmental sustainability

DISADVANTAGES OF ECO-FRIENDLY FMCG PRODUCTS

1. Higher Cost: Eco-friendly products often involve more sustainable sourcing,

4. Transition Challenges: Companies transitioning to eco-friendly practices may face

5. Biodegradability and Decomposition Time: Some eco-friendly materials, such as certain

7. Supply Chain Complications: Sustainable sourcing of raw materials can be challenging,

8. Regulatory Compliance and Certification Costs: Meeting and maintaining eco-friendly

NEED FOR ECO-FRIENDLY PRODUCTS

4. Waste Reduction: Many eco-friendly products are designed to be easily recyclable,

9. Long-Term Economic Viability: Sustainable business practices, including the production of

CONSUMER BEHAVIOUR IN RELATION TO ECO-FRIENDLY PRODUCTS

SOCIALLY RESPONSIBLE BRANDS

Gender No. of respondents Percentage

Male Female Prefer not to say

Figure 4.1: Gender of respondents

18-25 26-35 36-45 46-55 Above 55

Figure 4.2: Age of respondents

Undergraduate Postgraduate 12th grade 10th grade Others

Below 25000 25000-50000 50000-75000 Above 75000

Source: Primary Data

Source: Primary Data

Source: Primary Data

Source: Primary Data

Source: Primary Data

Source: Primary Data

Source: Primary Data