Green Consumption An Empirical Study of Consumers Attitudes and Perception regarding Eco-Friendly FMCG Products, with special reference to Delhi and NCR Region

The growing social and regulatory concerns for the environment lead an increasing number of companies to consider green issues as a major source of strategic change. In particular, this trend has major and complex implications on the technological strategy of a company and on its product innovations. Even though it is increased eco-awareness of Indian customers during the past few decades, there are some barriers to the diffusions of more ecologically oriented consumption and production styles. Therefore, companies are increasingly recognizing the importance of green marketing concepts. This exploratory study examined differences among ecologically-concerned and non-ecologically-concerned consumers with respect to their personal and social characteristics, and their perceptions of the marketing of green products. Significant differences were found in terms of attitudes and personality traits among green and non-green consumers. The purpose of study was to investigate the consumer attitudes and perceptions towards ecofriendly products in FMCG sector and their willingness to pay on green products. This study was based on both primary and secondary data. The primary data were collected from the sample survey that was conducted in the Delhi and NCR. 160 respondents were selected for the survey and respondents were asked to answer the prepared questionnaire. The questionnaire was designed to obtain the consumers attitudes and perception regarding eco-friendly FMCG products under four value added areas such as product designing, packaging, place and promotion that lead towards the motivation of consumption. The secondary data were collected from relevant journals, books and other published data. The study revealed that the green products have substantial awareness among Urban Indian customers and they are willing to pay something more on green products. The majority of customers considered that package is most important element of such products. We have recommended some marketing strategies to meet changing mind set of customers towards the green products.