Understanding Consumer Purchase Intention and...

Understanding Consumer Purchase Intention and Brand Value of Eco-Friendly Fast-Moving Consumer Goods

Author Name : Dr Richa Kalpesh Saxena, Vasya Mahipal, Vedika Jhunjhunwala, Vidushi Mall

DOI: https://doi.org/10.56025/IJARESM.2023.120124797

ABSTRACT The rising importance of the eco-friendly approach in the lifestyles of consumers has made it imperative for producers and marketers to understand how consumers decide to purchase daily necessities. At the same time, since eco-friendly products are still a novelty, the marketing strategies are crusial for its adaptation. The study identified the factors influencing eco-friendly green intentions and brand value in the FMCG category. These factors are classified under marketing and consumer-related factors. The findings suggest that both marketing factors and consumer characteristics positively impact purchase intentions and brand value and give 39.5% and 28.8% explanations respectively. The study adds to the body of academic literature, which is at a very nascent stage. The managerial implications revolve around improving marketing strategies and consumer knowledge and faith in eco-friendly products in the FMCG category