Consumer Perception of Green Marketing for Eco-Friendly Fast Moving Consumer Goods: A Conceptual Framework

Sangeeta Jain

doi:10.55524/ijirem.2025.12.3.11

Abstract

This paper will research on drawing a conceptual framework to study consumer perceptions of green marketing on eco-friendly fast-moving consumer goods (FMCG) concentrating on the roles of environmental consciousness, perceived value, and marketing communication in its purchasing intention. This is important as it will assist companies to understand their concerns about the ecology and hence, a need to consider the environment to make business with environmentally conscious markets. The study uses a qualitative research approach, where the findings of the literature review were summarized in terms of significant determinants and gaps, and then developed a structure that would combine elements of environmental attitudes, perceived value of the product, and situational moderators (social norms, and perceived effectiveness as a consumer). The findings show that there was a significant relationship between the environmental consciousness and the perceived value which influence purchase intentions. The consumer trust in using eco-friendly FMCG is further improved by effective and transparent communication of green marketing. The theoretical contribution of this research is the holistic model based on which the consumer behavior in sustainable consumption can be analyzed and the practical contribution is helping the marketers to design the strategies that would make appeal to the consumer values. Further researchers ought to investigate cultural effects, moderators of demographic factors, and longitudinal effects to get in-depth knowledge. This framework can be effectively used as a basis to instill sustainable market conducts and consumer participation.

Keywords

Green Marketing, Consumer Perception, Eco-Friendly FMCG, Environmental Consciousness, Sustainable Consumption.

References

Akhil and P. MD, “Green Marketing Initiatives to meet consumer demands and Sustainable Development-Challenges and Opportunities,” SSRN Electronic Journal, Jan. 2017. Available from: https://doi.org/10.2139/ssrn.2980017
S. Amin and M. T. Tarun, “Effect of consumption values on customers’ green purchase intention: a mediating role of green trust,” Social Responsibility Journal, vol. 17, no. 8, pp. 1320–1336, Dec. 2020. Available from: https://doi.org/10.1108/srj-05-2020-0191
N. Ansar, “Impact of green marketing on consumer purchase intention,” Mediterranean Journal of Social Sciences, Oct. 2013. Available from: https://doi.org/10.5901/mjss.2013.v4n11p650
K. Bai, M. S. Memon, and S. I. Mari, “Analyzing the Consumer`s Buying Behavior towards Green Products,” International Journal of Engineering Works, vol. 07, no. 03, pp. 161–167, Mar. 2020. Available from: https://doi.org/10.34259/ijew.20.703161167
S. Balaskas, A. Panagiotarou, and M. Rigou, “Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences,” Sustainability, vol. 15, no. 17, p. 13204, Sep. 2023. Available from: https://doi.org/10.3390/su151713204
V. Chauhan and R. Bhagat, “Analysing Green Purchasing Behaviour through Subjective Norms and Perceived Behaviour Control,” MANTHAN Journal of Commerce and Management, vol. 5, no. 01, Jul. 2018. Available from: https://doi.org/10.17492/manthan.v5i01.13044
Concari, G. Kok, and P. Martens, “A systematic literature review of concepts and factors related to Pro-Environmental consumer behaviour in relation to waste management through an interdisciplinary approach,” Sustainability, vol. 12, no. 11, p. 4452, May 2020. Available from: https://doi.org/10.3390/su12114452
U. Dhanda and S. Gupta, “Exploring the go green mantra in India,” Indian Journal of Science and Technology, vol. 8, no. S4, p. 247, Feb. 2015. Available from: https://doi.org/10.17485/ijst/2015/v8is4/67056
R. Dondapat and S. R. Basariya, “Consumer perception towards Eco-Friendly FMCG products and its influence on their purchase decision: An observed research,” International Journal of Innovative Technology and Exploring Engineering, vol. 9, no. 2, pp. 1123–1128, Dec. 2019. Available from: https://doi.org/10.35940/ijitee.l3722.129219
K. Dutta, “Green Marketing - A Marketing Practice with E-Marketing,” SSRN Electronic Journal, Jan. 2012. Available from: https://doi.org/10.2139/ssrn.2492663
M. Esmaeilpour and E. Bahmiary, “Investigating the impact of environmental attitude on the decision to purchase a green product with the mediating role of environmental concern and care for green products,” Management & Marketing, vol. 12, no. 2, pp. 297–315, Jun. 2017. Available from: https://doi.org/10.1515/mmcks-2017-0018
M. Farhan, “Green marketing in India: a study of consumer behaviour in Punjab,” International Journal of Green Economics, vol. 11, no. 3/4, p. 217, Jan. 2017. Available from: https://doi.org/10.1504/ijge.2017.10010873
J. Hojnik, M. Ruzzier, and T. S. Manolova, “Sustainable development: Predictors of green consumerism in Slovenia,” Corporate Social Responsibility and Environmental Management, vol. 27, no. 4, pp. 1695–1708, Feb. 2020. Available from: https://doi.org/10.1002/csr.1917
M. R. Jacob, Y. W. Putri, and S. O. Sihombing, “Predicting green product purchase: Applying a Cognitive-Affective-Behavior hierarchy,” Jurnal Siasat Bisnis, vol. 24, no. 2, pp. 87–113, Jul. 2020. Available from: https://doi.org/10.20885/jsb.vol24.iss2.art1
F. S. De Jesus, J. B. Ramos, and M. T. Cunanan, “Green Marketing: A Descriptive Analysis of its Influence on Consumer Buying Behavior,” IRA-International Journal of Management & Social Sciences, vol. 17, no. 2, p. 56, Jun. 2021. Available from: https://doi.org/10.21013/jmss.v17.n2.p5
Y. Joshi and Z. Rahman, “Factors affecting green purchase behaviour and future research directions,” International Strategic Management Review, vol. 3, no. 1–2, pp. 128–143, Jun. 2015. Available from: https://doi.org/10.1016/j.ism.2015.04.001
N. Kim and K. Lee, “Environmental consciousness, purchase intention, and actual purchase behavior of Eco-Friendly products: the moderating impact of situational context,” International Journal of Environmental Research and Public Health, vol. 20, no. 7, p. 5312, Mar. 2023. Available from: https://doi.org/10.3390/ijerph20075312
X. Liu, T.-H. Kim, and M.-J. Lee, “The impact of green perceived value through green new products on purchase intention: brand attitudes, brand trust, and digital customer engagement,” Sustainability, vol. 17, no. 9, p. 4106, May 2025. Available from: https://doi.org/10.3390/su17094106
Mohammadi, M. Barzegar, and M. Nohekhan, “The Green Advantage: Analyzing the effects of Eco-Friendly marketing on consumer loyalty,” arXiv (Cornell University), Jan. 2023. Available from: https://doi.org/10.48550/arxiv.2312.16698
O. A. Oroye, B. O. Sylvester, and P. K. Farayibi, “Total productive maintenance and companies’ performance: a case study of fast-moving consumer goods companies,” Jurnal Sistem Dan Manajemen Industri, vol. 6, no. 1, pp. 23–32, Feb. 2009. Available from: https://doi.org/10.30656/jsmi.v6i1.4185
Paço, M. Raposo, and W. L. Filho, “Identifying the green consumer: A segmentation study,” Journal of Targeting Measurement and Analysis for Marketing, vol. 17, no. 1, p. 17, Feb. 2009. Available from: https://doi.org/10.1057/jt.2008.28
K. Peattie, “Green Consumption: Behavior and Norms,” Annual Review of Environment and Resources, vol. 35, no. 1, p. 195, Nov. 2010. Available from: https://doi.org/10.1146/annurev-environ-032609-094328
W. Rubam et al., “Green Marketing Strategies of Organic Food Products and Their Relationship with Consumer’s Purchase Intentions – a Mixed Methods Approach,” Jul. 2024. Available from: https://doi.org/10.2139/ssrn.4899309
S. Y. Sahetapy and R. M. Noach, “Buying mechanism of green products,” Advances in Social Science, Education and Humanities Research, Jan. 2021. Available from: https://doi.org/10.2991/assehr.k.210424.033
M. M. K. Sherwani et al., “An Empirical Investigation of Factors Influencing Green Product Purchase Intention of Millennials,” Studies in Economics and Business Relations, vol. 2, no. 1, pp. 45–59, Jul. 2021. Available from: https://doi.org/10.48185/sebr.v2i1.307
S. Singh, U. Chawla, and H. Iqbal, “Relationship between social cause, environment conservation and environmental attitude, towards promoting green purchasing behavior,” Serbian Journal of Management, vol. 18, no. 1, pp. 27–43, Jan. 2023. Available from: https://doi.org/10.5937/sjm18-36157
Ullah, “Consumer’s Beliefs and Attitudes toward Green Marketing in Bangladesh,” Journal of Accounting & Marketing, vol. 07, no. 03, Jan. 2018. Available from: https://doi.org/10.4172/2168-9601.1000291
L. Viswanathan and G. Varghese, “Greening of business: A step towards sustainability,” Journal of Public Affairs, vol. 18, no. 2, Feb. 2018. Available from: https://doi.org/10.1002/pa.1705
A. G. S. N. Wijewardena and U. L. Herat, “The impact of green marketing components on corporate image of green certified hotels in Sri Lanka,” Wayamba Journal of Management, vol. 11, no. 1, p. 20, Jun. 2020. Available from: https://doi.org/10.4038/wjm.v11i1.7489
S.-I. Wu and J.-Y. Chen, “A model of green consumption behavior constructed by the theory of planned behavior,” International Journal of Marketing Studies, vol. 6, no. 5, Sep. 2014. Available from: https://doi.org/10.5539/ijms.v6n5p119
X. Zhang and F. Dong, “Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review,” International Journal of Environmental Research and Public Health, vol. 17, no. 18, p. 6607, Sep. 2020. Available from: https://doi.org/10.3390/ijerph17186607
M. R. Zimmer, T. F. Stafford, and M. R. Stafford, “Green issues: Dimensions of environmental concern,” Journal of Business Research, vol. 30, no. 1, pp. 63–74, May 1994. Available from: https://doi.org/10.1016/0148-2963(94)90069-8
N. A. Tamboli et al., “Consumer preference for Eco-Friendly products in relation to sustainability awareness,” Journal of Advanced Zoology, vol. 44, no. S6, pp. 87–93, Nov. 2023. Available from: https://doi.org/10.17762/jaz.v44is6.1990
C. Chea, “Green Marketing and Consumer Behavior: An analytical Literature review and Marketing Implications,” Business and Economic Research, vol. 14, no. 2, p. 78, Apr. 2024. Available from: https://doi.org/10.5296/ber.v14i2.21821
Mohammadi, M. Barzegar, and M. Nohekhan, “The Green Advantage: Analyzing the effects of Eco-Friendly marketing on consumer loyalty,” arXiv (Cornell University), Jan. 2023. Available from: https://doi.org/10.48550/arxiv.2312.16698

Cites this article as

S. Jain "Consumer Perception of Green Marketing for Eco-Friendly Fast Moving Consumer Goods: A Conceptual Framework", International Journal of Innovative Research in Engineering & Management (IJIREM), Vol-12, Issue-3, Page No-85-89, 2025. Available from: https://doi.org/10.55524/ijirem.2025.12.3.11