SUSTAINABLE CONSUMPTION: THE ROLE OF ENVIRONMENTAL AND HEALTH CONSCIOUSNESS ON GREEN PURCHASE INTENTION OF FMCG CUSTOMERS IN KERALA

India’s sustainable consumption is an indication of the shift in customer tastes towards goods and services that support environmental and health concerns. Increasing demand from customers for organic and environmentally responsible products is pushing firms to adopt more socially and environmentally sustainable operations. India can help achieve global sustainability goals, lessen the consequences of climate change, and safeguard the health and welfare of future generations by rising environmental and health consciousness among its people. Customer’s environmental and health awareness is matters not only to its immediate effects on environmental sustainability and public health but also for its wider consequences on economic growth, policy-making, and global responsibility. The purpose of the present study is to find out the environmental and health consciousness of Fast-Moving Customer Goods (FMCG) customers, and to assess the linkage between environment and health consciousness of customers on the green purchase.