article

An empirical study of consumer buying behaviour towards eco-friendly FMCG products in Western Odisha

International Journal of Research in Management · 2023 · Vol. 5(2) · pp. 216–220

Abstract

This study investigates consumer buying behavior regarding eco-friendly Fast Moving Consumer Goods (FMCG) products within the context of Western Odisha, India. With the increasing concern for environmental sustainability and the growing market for eco-friendly products, understanding the factors influencing consumer choices in this region becomes pivotal. The study employs ANOVA and Logistic regression for the analysis. The study found that availability is a positive but insignificant predictor of consumer buying behavior, while awareness is a significant negative predictor variable. The outcome of this study offers valuable insights to marketers, policymakers, and businesses seeking to enhance the adoption of eco-friendly FMCG products in Western Odisha.

Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior StudiesFast-moving consumer goodsContext (archaeology)Environmentally friendlyBusinessSustainabilityMarketingConsumer behaviourEmpirical researchAdvertisingGeography

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