Determinants of purchase behaviour towards green fmcg products

It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. The objective of this research was looked into and explored the influencing of the traditional marketing-mix elements, satisfaction and lifestyle on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG). The present study has been undertaken with the objectives to understand the concept of green marketing and to identify which factors play an important role in influencing consumers to purchase eco-friendly products.The data for the study has been collected through administered questionnaires from a sample size of 119 from Delhi NCR region. Random & Convenient sampling was administered in the study. The reliability of the questionnaire as a whole is 0. 935. It can be seen that maximum awareness regarding green marketing lies with the age group 18-24 years, followed by 25-34 years. Efforts must be made so as to attract 45-54 years age group. Factor analysis was performed to reduce these factors to 13 factors categorized into five factors. The main five factors which emerged from factor analysis are Green Purchase decision & environment friendliness, Satisfaction, Social Appeal, Accessibility and Green Marketing elements. Satisfaction showed a great influence among all of the factors that indicated that marketing managers should concern with the superior value of the eco-friendly products. The most important factors among the marketing-mix elements are the price and promotion (even here it was reduced to advertising), and we saw that product and place have a low impact but it is a good reason for companies to fix that. Our study shows that consumers really seem influenced by previous satisfaction and advertising. So managers should maintain eco-friendly promotion campaigns but also develop more green displays in supermarkets in order to create intention because we saw that for example people with income buy more products on unplanned decisions than people without income.