Influencing Factors Behind Green Consumer Choices for FMCGs in West Bengal: A Study towards Go Green

Abstract

Growing concerns about pollution and environmental degradation have heightened interest in green consumption. This study examines the impact of traditional marketing-mix components, consumer satisfaction, and lifestyle on attitudes and purchase intentions for green Fast-Moving Consumer Goods (FMCG). It aims to enhance the understanding of green marketing and identify key factors influencing green product purchases. Using random sampling, data were collected through a questionnaire from 514 participants in West Bengal, achieving an overall reliability of 0.893. Findings indicate that green marketing awareness is highest among individuals aged 18-24, followed by those aged 25-34. Factor analysis condensed the impact variables into three main factors: Knowledge, Attitude, and Practice towards green products. Among these, a positive inclination toward green products emerged as the most influential, suggesting that marketing managers should emphasize the superior value of eco-friendly products. Consumer satisfaction and advertising significantly impact green purchasing behaviour. Thus, companies should expand beyond eco-friendly promotional campaigns to incorporate more green advertisements and digital displays to stimulate purchase intentions. This is particularly relevant as higher-income individuals tend to make more unplanned purchase decisions. This study highlights a significant gap in consumer knowledge, attitudes, and practices (KAP) regarding green FMCG in West Bengal. While previous studies have explored general sustainable consumption, limited research examines how marketing-mix elements influence green product adoption in regional markets. By analyzing localized consumer responses, this study provides valuable insights into the key drivers of green consumption in emerging economies, offering practical implications for businesses and policymakers to develop effective sustainability strategies.