Paper Details

Name: K. M. Sabitha
Country: India

Year: 2026
Volume: Volume-13, Issue-2, Year-2026 (July-December)
Page Number: 17-25
DOI: https://doi.org/10.5281/zenodo.22092318

ABSTRACT
Green marketing has become an essential business strategy in the Fast-Moving Consumer Goods (FMCG) sector as consumers increasingly prefer environmentally responsible products. Sustainable production, eco-friendly packaging, ethical sourcing, and reduced carbon emissions have become key factors influencing purchasing decisions. The study examines consumers' perceptions towards sustainable green marketing practices in the FMCG sector and evaluates how environmental awareness, product quality, pricing, brand image, and promotional strategies shape consumer attitudes and buying behaviour. The study aims to (1) examine consumers' perception towards sustainable green marketing practices in the FMCG sector, (2) identify the factors influencing consumers' purchase decisions for green FMCG products, (3) analyse the relationship between environmental awareness and green purchasing behaviour, and (4) provide recommendations for enhancing green marketing strategies among FMCG companies. The findings are expected to demonstrate that consumers generally hold favourable perceptions of sustainable marketing practices, although concerns regarding product price, authenticity of environmental claims, and product availability continue to influence purchase decisions. The study highlights the importance of transparent communication, credible eco-labels, sustainable packaging, and continuous consumer education in strengthening trust and promoting sustainable consumption. The outcomes provide valuable insights for marketers, policymakers, manufacturers, and researchers seeking to develop effective green marketing strategies that simultaneously enhance consumer satisfaction, environmental sustainability, and long-term business competitiveness.

Keywords: Green Marketing, Sustainable Marketing, Consumer Perception, FMCG Sector, Eco-friendly Products, Consumer Behaviour, Sustainable Consumption and Environmental Awareness.