ECO-FRIENDLY SHOPPING TRENDS: A STUDY ON THE FACTORS INFLUENCING GREEN FMCG PRODUCT CHOICES IN WARANGAL

Abstract

The primary objective of this research was to delve into the determinants shaping purchasing behavior towards green products within the Fast-Moving Consumer Goods (FMCG) sector. The identified influencing factors encompassed considerations such as the product's status as a symbol, its potential harm to society and individual health, pricing, and overall availability in the market. The study was conducted across three taluks in the Warangal District, namely Warangal, and Hanamkonda. “A total of 384 respondents participated in the survey, providing insights through a structured questionnaire. The questionnaire was meticulously crafted to gauge consumers' attitudes and purchasing behaviors concerning environmentally friendly FMCG products. The research methodology involved soliciting responses from participants who were residents of the specified taluks. The collected primary data complemented the study with insights into consumers' preferences, motivations, and decision-making processes. Additionally, secondary data were procured from pertinent journals, books, and other published sources, enriching the research with a broader understanding of the subject. The findings of the study illuminated a significant influence of green products on consumer purchasing behavior. Various factors emerged as pivotal in shaping these behaviors, indicating a nuanced interplay between consumer choices and environmental consciousness. Notably, respondents exhibited a heightened awareness of eco-friendly considerations, reflecting a collective consciousness toward preserving the environment and mitigating pollution.In conclusion, this research underscores the substantial impact of green products on consumer choices within the FMCG sector. By elucidating the influencing factors, the study contributes valuable insights that can inform businesses, policymakers, and marketers in fostering sustainable practices and aligning products with the evolving preferences of environmentally conscious consumers.

Keywords: FMCG, Green Products, Consumer Attitude, Purchase Behaviour.