Consumer perception towards eco-friendly FMCG products and its influence on their purchase decision: An empirical study
ML Ashok, Dr. T Aswathanarayana
Today’s world is witnessed by a drastic increase in the products that are either substitutes or complementary. The consumers are in a dilemma with regard to their purchase decision. The availability of the products is a boon to the economy, but are these products being utilized in a proper manner where in the environmental issues are taken into consideration. The resources that are available in the economy are less as compared to what is needed. Therefore a proper balance is to be kept between the utilization and its disposal. The producers may be concerned about their profit margin, still keeping the objectives the production could be effectively done without harming the environment. In recent days, environmental issues have received a great deal of discussion in the field of marketing. When the society becomes more concerned with the natural environment, businessmen have begun to modify their behavior to address the society’s new concern. With the growing awareness about the implication of global warming, non-bio degradable solid waste, harmful impact of pollutants etc, both marketer and consumers are switching to eco-friendly products and many companies have accepted their responsibility not to harm the environment and not to waste the natural resources. This paper aims to understand the perception of consumers towards eco-friendly goods and its influence on their buying decision.