An Empirical Study of Consumer Perception towards Green Marketing Strategies of FMCG Products in Meerut City

"Going green" is now a requirement for company growth rather than a criterion. Indian corporations are changing their strategy focus from developing and selling traditional products to green performance in the cutthroat age of international marketing. Since socioeconomic and ecological issues have caused customers to become increasingly concerned about the environment, as evidenced by their purchasing patterns and desire for eco-friendly items, interest in and efforts towards sustainability are more apparent than ever before. Corporates have created eco-friendly goods and services and altered their culture to be more environmentally conscious in an effort to explore the green market and satisfy the demands of consumers who care about the environment. However, because the demand for eco-friendly products didn't increase as anticipated and because attitude-behavior and intention-behavior gaps appeared, businesses felt constrained in their ability to convert consumers' green behavior into eco-friendly purchases in order to obtain a competitive advantage in the market. Both the environment and people's health benefit from green marketing. Environmental protection is the focus of the green marketing idea. Modern marketing has given rise to numerous problems. The study focuses on how consumers of FMCG items in Meerut city are affected by green marketing methods. The goal of the current study, which was conducted in Meerut city, was to determine how consumers of FMCG products perceive and are aware of green marketing tactics. This study looks at how Meerut city consumers view eco-friendly fast-moving consumer goods (FMCG) and what deters them from buying them. Since this study examines the impact of demographic factors and marketing mix components on customers' purchase intentions, it will be useful to marketers in setting prices, positioning, and promoting their qualitative green offers.