| Pub. Date | : May, 2023 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM050523 |
| Author Name | : Srishti and Seema Singh |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 17 |
The demand for eco-friendly products is increasing globally, which has created a new form of consumer, i.e., green consumer. However, targeting them is very challenging for marketers, because green consumers want companies to engage in various environmentfriendly practices such as recycling, waste management, energy efficiency, etc. Apart from this, there are various factors which influence their intention to purchase green products. The study explores such factors that influence rural consumers to buy green Fast Moving Consumer Goods (FMCG) products. It also investigates the link between factors influencing buying of green FMCG products and purchase intention. Applying factor analysis, 10 factors were explored, out of which eight had significant relationship with the purchase intention of rural consumers with regard to green FMCG products.
Environmental deterioration is one of the most critical problems faced by the world.
Green marketing, also known as sustainable marketing, environmentally responsible
marketing and environmental marketing, is one of the solutions to this problem
(Chaudhary, 2018). The main objective of green marketing is to promote green products
and encourage consumers to purchase and use green products (Reimers et al., 2017).
Green products, also called eco-friendly products, eco-products or environmentfriendly
products, are those made using natural or toxic-free ingredients by applying
eco-friendly procedures. This kind of products has minimal or no adverse effect on the
environment and health in general (Chen and Chang, 2012). These products help in
economic development while preserving the natural resources for the next generations
(Chitra, 2015). In the market, one can find a large number of green products, as the
demand for green products is increasing globally.
A new type of consumer, the 'green consumer', has been created as a result of the
increasing demand for green products (Zavali and Theodoropoulou, 2018). Green
consumer is aware of his/her responsibilities towards the environment and chooses to