An Empirical Investigation of Green Marketing Strategies and Their Influence on Consumer Buying Behaviour in the FMCG Sector: Evidence from Thanjavur District

Abstract

This study investigates consumer perception and buying behavior towards green marketing in fast-moving consumer goods (FMCG) within the Thanjavur district, a region characterized by its unique socio-economic dynamics and environmental awareness levels. The increasing emphasis on sustainability and environmental responsibility has prompted brands to adopt green marketing strategies, leading to a shift in consumer preferences and purchasing patterns. Utilizing a quantitative research approach, this study employs a structured questionnaire to gather data from a diverse sample of consumers in the Thanjavur district. The analysis reveals significant correlations between consumer awareness of green marketing practices and their purchasing decisions, highlighting a growing inclination towards products that are marketed as environmentally friendly. The findings suggest that factors such as perceived value, brand reputation, and environmental consciousness play a critical role in shaping consumer attitudes towards green FMCG products. Furthermore, the research indicates that demographic variables, including age, income level, and educational background, significantly influence consumer perceptions and buying behavior. The results underscore the necessity for marketers to enhance their communication strategies regarding the benefits of green products, as well as to ensure transparency in their environmental claims. This study contributes to the existing literature on green marketing by providing empirical evidence from a regional context, thereby offering insights that can inform both academic discourse and practical applications in marketing strategies. By understanding the intricacies of consumer behavior in relation to green marketing, stakeholders can better align their offerings with consumer expectations, ultimately fostering a more sustainable marketplace. The implications of this research extend beyond the immediate findings, suggesting pathways for future studies to explore the longitudinal effects of green marketing on consumer loyalty and brand equity within the FMCG sector. Overall, this research serves as a foundational piece for further exploration into the evolving landscape of consumer preferences in the context of sustainability, providing a nuanced understanding of how green marketing can effectively resonate with consumers in specific locales.