The IUP Journal of Marketing Management
Factors Influencing Purchase Intention of Rural Consumers for Green FMCG Products

Article Details
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