AN EMPIRICAL STUDY OF CONSUMER PERCEPTION TOWARDS ECOFRIENDLY FMCG PRODUCTS IN AHMEDABAD CITY

Abstract

Now “Going Green†is become an imperative rather than a criterion for corporates to grow. In the competitive era of globalized marketing, Indian corporates are shifting their strategic focus from creating & offering traditional products to green performance. The interest and efforts on sustainability is now more evident than ever before as socio-economic & ecological factors have led consumers to become progressively concerned about environment which can be seen in their buying behavior patterns and preference to buy Eco-friendly products. To explore green market and meet the demand of environmentally conscious consumers the corporates have changed their culture to be more environmentally responsible and have developed ecofriendly products and services. However, they feel constraints to translate the green behavior of consumers into environmental purchases to gain an edge in competitive market as demand for environmentally friendly products didn’t grow as expected and both attitude-behavior and intention-behavior gaps emerged.

This research examine the perception of consumers towards ecofriendly FMCG products in Ahmedabad city and which barriers inhibit them from purchasing green products. This study will be helpful to marketers to price, place & promote their qualitative green offerings as this study investigates the influence of demographical variables and elements of marketing mix on purchase intention of the consumers.