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Green Consumerism: Consumer Purchase Intention and Behavior towards Green Products in FMCG Sector


Affiliations
1 Research Scholar, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India
2 Associate Professor, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India
     

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This research study focuses on green consumerism that looks at consumer's behavior and purchase behavior of green products. With the increasing global concern to protect the environment, “Turning Green” is becoming a new mantra of success in any business. On the other side, green consumerism is also now becoming a trend where consumers are more concerned about their environment and surroundings and are looking for products that are environment friendly and do not bring any harm to the society so companies are also doing their best in adopting green production process. This research paper aims to study consumer's purchase behavior towards eco-friendly products in FMCG sector by using various demographic variables and also to find out if there is any gender influence in their purchase of green products. With the support of various literature, some of the factors that influence the purchase behavior are environment consciousness, ecolabels and packaging, gender-based attitude & perceived product quality.



Keywords

Green Consumerism, Green Marketing, Green Products, Consumers Attitude, Purchase Behavior, Purchase Intention.
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  • Green Consumerism: Consumer Purchase Intention and Behavior towards Green Products in FMCG Sector

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Authors

S. Kaviya
Research Scholar, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India
R. G. Priyadarshini
Associate Professor, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India

Abstract


This research study focuses on green consumerism that looks at consumer's behavior and purchase behavior of green products. With the increasing global concern to protect the environment, “Turning Green” is becoming a new mantra of success in any business. On the other side, green consumerism is also now becoming a trend where consumers are more concerned about their environment and surroundings and are looking for products that are environment friendly and do not bring any harm to the society so companies are also doing their best in adopting green production process. This research paper aims to study consumer's purchase behavior towards eco-friendly products in FMCG sector by using various demographic variables and also to find out if there is any gender influence in their purchase of green products. With the support of various literature, some of the factors that influence the purchase behavior are environment consciousness, ecolabels and packaging, gender-based attitude & perceived product quality.



Keywords


Green Consumerism, Green Marketing, Green Products, Consumers Attitude, Purchase Behavior, Purchase Intention.

References