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Impact on Consumer’s Preference Towards Green Products in FMCG Sector in Namakkal District
Dr.V.Nanthini Assistant Professor, Department of commerce, Selvamm Arts and Science College (Autonomous), Namakkal - 637 003.
Pages: 1-12 | First Published: 05 Jun 2025
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Abstract

            The Fast-Moving   Consumer   Goods (FMCG) sector is an important   contributor to India's   GDP and it is the fourth largest sector in the Indian economy.   The sector is excited about a burgeoning   population   whose incomes   are rising which is willing to spend on goods   designed   to improve  lifestyle.  Green marketing is inevitable and it is the need of the hour. It is a creative opportunity to innovate in ways that make a difference and at the same time achieve business success by designing and modifying the products totally suitable to nature. Organisations and business   however  have seen change   in consumer   attitudes   and are trying to gain an edge in the competitive    market   by exploiting   the potential   in the green market industry. However, a better understanding of consumer behaviour is necessary especially in the FMCG sector. Therefore, the study titled "Green Marketing with Special Reference to Fast Moving Consumer Goods (FMCG's)” is relevant for the companies to know the various green marketing practices followed by the FMCG companies and also the consumer’s preference towards green products in the FMCG sector. This study also offers practical guidelines to marketers who are planning to target Namakkal District market.  Even though Namakkal District is an agriculturally based district, there is a good scope for developing thrust sector activities of green marketing equipment like pure products, edible items, fruits and vegetables on organic farming. Therefore, type of industries is going to be developed in the next five years. Qualitative approach was adopted for the study by using a questionnaire and the total sample composed of 120 respondents among the district of Namakkal District, i.e., Namakkal, Rasipuram, Tiruchengode, Paramathi Velur, Kolli Hills, Sendamangalam, Komarapalayam, and Mohanur, Furthermore, stratified random sampling was used to collect data.

Key words: Green Brand Image, Green Satisfaction, Green Loyalty and Green Brand.

References

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  5. Mayakkannan (2017) Study about UAE migrant employees from Tirunelveli, problems and their Experiences, Shanlax International Journal of Economics, ISSN: 2319- 961X - Vol. 6,No. 1, December 2017 UGC Approval No: 44192

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  8. Mayakkannan (2018) Micro Finance in India Challenges and Solution Framework, Emperor International Journal of Finance and Management Research UGC Listed Journal No.45308: Impact Factor 4.235, Volume IV. Issue III March 2018

  9. Mayakkannan (2018) Customer Satisfaction towards Life InsuranceCorporation with Special Reference to Chennai City; International Journal of Development and Sustainability ISSN: 2186-8662 www.isdsnet.com/ijds Volume 7 Number 4 (2018): Pages 1264- 1272ISDS Article Volume 7 Number 4 (2018): Published by ISDS LLC, Japan | Copyright

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  11. Mayakkannan (2020) A Study on Machine Learning Classifier Models in Analyzing Discipline of Individuals Based on Various Reasons Absenteeism from Work, 2020 International Conference on Decision Aid Sciences and Application (DASA), 2020 International Conference on Decision Aid Sciences and Application (DASA) UTC from IEEE Explore PP360-364

  12. Mayakkannan (2022) Growth performance of food grains- an economic analysis in Tamilnadu; IJFANS International Journal of Food and Nutritional Sciences, IJFANS International Journal of Food and Nutritional Sciences https://www.ijfans.org/search, ISSN PRINT 2319 1775 Online 2320-7876 Research paper © 2012 IJFANS Journal Volume 11,S Iss 3, Dec 2022

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  18. Mayakkannan (2024) Environmental Implications of Slum Dwellers- A Correlation of Metro and Non –Metro Centers in Tamil Nadu, African Journal of Biological Sciences, Afr.J.Bio.Sc. 6(Si2) March (2024) 10-21 ISSN: 2663-2187

  19. R. Mayakkannan. (2024). Socio-Economic Development of Women Entrepreneurs in Microfinance. International Journal of Advanced Scientific Multidisciplinary Research, 1(4), 108-110. https://globalarchives.in/index.php/ijasmr/article/view/22

  20. R. Mayakkannan, Richa Dixit Bajpai, Amardeep Bajpai, Kartikey Koti (2025) How Central Bank Policies Influence Inflation and Market Stability in the Post Pandemic Era; Journal of Information Systems Engineering and Management 2025,10(51s)e-ISSN:2468-4376; https://doi.org/10.52783/jisem.v10i51s.10373