Consumer Behaviour on Green Marketing of FMCG

"Green" is an umbrella term that refers to products and practices that are organic, sustainable and/or otherwise environmentally friendly. Green marketing refers to the process of selling products and/or services based on their environmental benefits. The obvious assumption of green marketing is that potential consumers will view a product or service’s “greenness� as a benefit and base their buying decision accordingly. Environmental issues have become a concern for the consumers and companies across the globe that led to the manufacturing of green products. GREEN CONSUMER BEHAVIOUR: Consumer behavior in case of green FMCG products/ eco-friendly FMCG products mainly depends on many factors like if the consumer is well informed about the product and have deep knowledge about green attributes, attribution through eco labels, consumers who have high belief regarding the environment and are more inclined towards the products that have minimal adverse impact on the sustainability of the environment.