Sustainable preferences: What drives green FMCG consumption in Kerala

With growing environmental concerns, green Fast-Moving Consumer Goods (FMCGs) are gaining popularity among consumers, particularly in Kerala-a state recognized for its ecological awareness and high literacy rates. This study, focused on Kollam district, explores consumer awareness of green FMCGs, factors influencing their purchasing decisions, and the sources through which consumers learn about and buy these products.Survey findings indicate that most respondents are educated, primarily aged 29-38, and largely employed in the public sector. Awareness levels are high, with many consumers checking product labels, eco-certifications, and green advertisements to confirm product authenticity. Age significantly influences the decision-making process: younger individuals rely on social media, middle-aged on advertisements, and older individuals on word-of-mouth. While health and environmental benefits are key motivators, high costs and lack of trust in green claims are major obstacles. Urban consumers tend to purchase green FMCGs more frequently, often using online platforms or dedicated green stores. Despite these challenges, nearly all participants believe green products are better than conventional ones and many actively recommend them to others.This study highlights the need for better consumer education, enhanced transparency by producers, and stronger policy support to encourage sustainable consumption and production practices in Kerala.