Examining the impact of green branding on consumer behavior: A study on awareness, purchasing patterns, and gender-specific awareness in the FMCG sector in Bengaluru

Abstract

The goal of the current study is to examine the eco-band factors that impact consumers' decisions to buy environmentally friendly Fast-Moving Consumer Goods (FMCG). There is a noticeable rise in demand for eco-friendly items as environmental issues and sustainability become more and more important to society. This study explores several eco-brand attributes that are important in persuading customers to select green FMCG items over conventional alternatives, such as familiarity with eco-brands, their ability to improve quality of life, and so on. Surveys and interviews will be used to gather information to better understand the preferences and motives of the consumer base. The study's conclusions will help explain how eco-branding influences customers' decisions to purchase sustainable fast-moving consumer goods and have important ramifications for marketers and decision-makers. The current study looks at the eco-brand as a motivator for using green products using a structured questionnaire. Descriptive statistics, such as mean and standard deviation, are used in the prediction analysis.