CONSUMER AWARENESS TOWARDS GREEN MARKETING STRATEGIES FOR FMCG PRODUCTS: A STUDY IN COIMBATORE CITY
https://doi.org/10.65725/JCMCE/2/3/007
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE)
ISSN: 3108-3501
Volume 2 Issue 3, July -September 2026
Abstract:
Growing environmental degradation and rising consumer consciousness have compelled Fast-Moving Consumer Goods (FMCG) companies to integrate sustainability into their marketing practices. Green marketing, which involves the promotion of products based on their environmental benefits, has emerged as a strategic response to this shift in consumer values. This study examines the level of consumer awareness towards green marketing strategies adopted by FMCG companies, with specific reference to Coimbatore City. The research explores consumers’ understanding of eco-labels, green packaging, sustainable sourcing claims, and environmentally responsible advertising, along with their influence on purchase intention and brand preference. A structured questionnaire was administered to a sample of FMCG consumers in Coimbatore, and the data were analyzed using descriptive statistics and appropriate inferential tools to identify patterns in awareness levels across demographic segments such as age, gender, income, and education. The findings aim to reveal the extent to which green marketing initiatives resonate with local consumers, the barriers to green product adoption (such as price sensitivity, skepticism towards greenwashing, and limited product availability), and the demographic factors that significantly influence environmental awareness. The study is expected to provide actionable insights for FMCG marketers seeking to design more effective and credible green marketing communication strategies, while also contributing to the limited body of regional research on sustainable consumer behavior in Tier-II Indian cities
Authors: G. Jayapriya, Dr.T.Kokilapriya
Keywords: Green Marketing, Consumer Awareness, FMCG, Sustainability, Eco-friendly Products, Coimbatore