An Empirical Study On perception of consumers towards adoption of Green Products in the FMCG Sector

Abstract

The growing awareness of environmental issues has led to a significant shift in consumer behavior, particularly in the Fast-Moving Consumer Goods (FMCG) sector, where the demand for green products is steadily increasing. This research explores the factors influencing consumer perception and their subsequent impact on the adoption and purchasing decisions of green products within this sector. The study finds that environmental awareness, brand trust, and transparency are key drivers of positive consumer perception, while price sensitivity and demographic factors such as age, education, and income also play crucial roles. Despite the increasing interest in sustainable products, barriers such as higher costs and skepticism towards greenwashing persist. The study concludes that for companies to succeed in the green product market, they must address these barriers by building credibility, ensuring transparency, and making green products more accessible and affordable. By understanding and addressing these consumer perceptions, companies can enhance adoption rates and secure a competitive advantage in the evolving FMCG landscape.