A Study on the Consumer Perception towards Green Marketing Practices in FMCG Products

Abstract

Abstract: Green Marketing, is the vast field of marketing that has become one of the growing areas in inviting a lot of attention. Green marketing was given a considerable thought way back in the 1970s, but it was not until the late 1980s that the concept really took off and came into action. This was started in Europe in the early 1980s when it was discovered that some of the manufactured goods were impacting bad for the environment. Green marketing was referred to as "Ecological" as well. All the marketing efforts during that time period focused on addressing environmental issues. All marketing sweats during that time period centred on trying to address environmental issues. In order to meet the conditions and solicitations of the consumers, marketers started engaging in colourful forms of green marketing. It was anticipated that guests would buy green particulars, which would boost the company's character. These would prop in gaining a bigger request share. Despite this, nothing went as planned. Businesses were in fact doing nothing apart from merely pretending to be environmentally friendly. When marketer researchers have noticed the pushback, green marketing launched its second phase. Green marketing for the environment was the name given in the second phase. During that time, clean technology, which concerned developing new products without endangering the environment came into sharper focus. People had started to become more conscious on the need to preserve and safeguard the natural environment around them. Concerns over the environmental issues were raising people's awareness. The third phase began with this. This second method of green marketing was called "Sustainable." Organizations had to alter their selling strategies as consumers began to purchase goods and services that had a lower environmental impact. Consumer Preferences and their buying behaviour were changing with the concern for the society. Green life has come a new way and has been accepted as a trending station of the consumers. utmost of the public and transnational associations are getting more concerned about their places in perfecting the quality of the terrain and our surroundings. Our traditional marketing system has evolved over the time to a further sustainable way of marketing that's ecological in nature and is then to stay. This change in the marketing system and the change in the preferences of the consumers is correctly observed by the associations who are changing themselves radically in order to feed to the demands of the dynamic request. Each player in the request is trying their stylish to produce a niche for themselves and to stand out in the crowd and in order to sustain and make gains in the long term without negatively impacting the terrain in this competitive period. To understand the consumer perspective a check was conducted in Bangalore. The population belonged to the age group of 18- 40 which included a wide range of actors with different professions and inflows. The end of this paper is to understand the change in the stations of the consumers towards green marketing practices in the FMCG sector.