A STUDY ON THE CONSUMER PERCEPTION AND ENVIRONMENTAL AWARENESS IN SHAPING WILLINGNESS TO PAY FOR ECO-FRIENDLY FMCG PRODUCTS

Iqra Juned; Dr. Moiz Akhtar; Prof. Asma Farooqui

doi:10.18848/63hnfm73

Authors

Iqra Juned Author
Dr. Moiz Akhtar Author
Prof. Asma Farooqui Author

DOI:

https://doi.org/10.18848/63hnfm73

Keywords:

Green Marketing, Consumer Perception, Eco-Friendly Products, Sustainable Consumption, Environmental Awareness

Abstract

The increasing threat of environmental degradation has prompted a global shift toward sustainable consumption. This study, “Bridging the Green Gap: A Study on Consumer Attitude and the Role of Green Marketing in Promoting Eco-Friendly Products,” examines the disconnect between consumers’ expressed environmental concerns and their actual purchasing actions, known as the green gap. A sample of 48 respondents was surveyed using a structured questionnaire, with findings revealing high awareness (97.9%) and positive attitudes toward green products. Marketing strategies significantly influence buying decisions, and most consumers believe eco-friendly choices contribute to environmental sustainability. Effective green marketing strategies not only promote sustainable consumption but also create powerful relationships rooted in shared ecological values.

Author Biographies

Iqra Juned

Research Scholar, Department of Commerce, Integral University, Lucknow, Uttar Pradesh, India.
Dr. Moiz Akhtar

Associate Professor, Department of Business Management, Integral University Lucknow, Uttar Pradesh, India.
Prof. Asma Farooqui

Professor, Department of Business Management, Integral University Lucknow, Uttar Pradesh, India.