Author(s): Anjali D Manglani, Rahulkumar M. Dhruv, Hayri Uygun, Rashmi Gujrati and Rajesh M Patel
Purpose: Climate crisis is one of the contemporary issues in today’s era and green marketing is one of the feasible solutions for industrial pollution contributing to climate crisis. The industry is moving towards sustainable development and green marketing is one of the salient solutions that helps in attaining it. Green marketing is a broad concept including the entire life cycle of a product starting from the green manufacturing to green packaging. It is necessary to generate green awareness to chase the adaptability of green products which can ultimately contribute to environment conservation. Consumers are adopting green products for the daily usage as awareness is increasing day by day. Along with consumer’s awareness, it is necessary to identify consumers’ perception which revolves around the consumer’s purchase decision. This research has tried to analyse the association between demographic variables and green FMCG aware consumers’ perception regarding green marketing practices in Gujarat. Design/ Methodology/ Approach: The study adopted a structured questionnaire for collecting data among 368 green FMCG consumers of Gujarat through convenience sampling technique and analysed data with Cross tabulation analysis, Chi-square test and Frequency distribution analysis. Prior to the final data collection, a pilot testing was conducted among 200 FMCG consumers of Gujarat for comprehensive analysis of identified parameters for consumers’ perception from secondary research. Findings: The findings of study described that all the demographic variables have significant association with selected consumers’ perception. The study determined a niche target market from Gujarat’s green FMCG consumer market and established the conceptual relationship among green consumers’ perception influencing the green purchase decision. Originality: A unique linkage established between consumers’ perception describing their dependency on each other for making purchase decision. The study has tried to contribute uniquely by describing the group of target audience which marketers can focus upon to expand the reach in market of green FMCG products.