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ArticlePeer ReviewedOpen AccessPlagiarism Passed
Paper ID:IJSREM62175

The Impact of Green Marketing on Consumer Behaviour in the Fast-Moving Consumer Goods (FMCG) Sector

Stream/Area:

-

Subject:

-

Paper ID:

IJSREM62175

Volume:

10 |

4 |

April 2026

Pages:

1-4

Publication Frequency:

Monthly (12 issues per year)

DOI
Digital Object Identifier
10.55041/IJSREM62175

License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.

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DNMTN

Dr. NARASIMHA MURTHY T N

Commerce

Govt. First Grade College, Kunigal-572130

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Abstract

The Fast-Moving Consumer Goods (FMCG) sector represents one of the most high-volume, high-turnover segments of the global economy, making its environmental footprint uniquely profound and visible. This research paper investigates the structural impact of green marketing strategies specifically within the FMCG industry, examining how ecological branding, sustainable packaging, transparent green claims, and dynamic pricing influence contemporary consumer behaviour. Utilizing modern empirical studies, market tracking data, and behavioural models, this study analyses the persistent tension between heightened eco-consciousness and everyday purchasing friction, such as price sensitivity and greenwashing skepticism. The findings indicate that while eco-labeling and sustainable packaging significantly drive brand trust and purchase intent among modern consumers, long-term brand loyalty in the FMCG sector is ultimately secured through absolute transparency, verified supply chain accountability, and competitive parity in pricing.

KEYWORDS

empirical studies market tracking data and behavioural models

Cite This Article

Dr. NARASIMHA MURTHY T N, "The Impact of Green Marketing on Consumer Behaviour in the Fast-Moving Consumer Goods (FMCG) Sector," International Journal of Scientific Research in Engineering and Management, vol. 10, no. 4, pp. 1-4, April 2026. https://doi.org/10.55041/IJSREM62175

Full Article/Conclusion

Green marketing in the FMCG sector has evolved from a peripheral corporate social responsibility (CSR) initiative into a core driver of competitive advantage. While consumers face ongoing psychological and economic barriers—such as price premiums and historical skepticism—strategic alignment of authentic product formulation, transparent labelling, and accessible pricing bridges the attitude-behavior gap. As regulatory scrutiny intensifies and consumer expectations mature, FMCG brands that embed genuine ecological stewardship into their operational DNA will secure enduring market leadership. Future research should examine longitudinal shifts in post-purchase consumer retention across diverse global economies and evaluate the scalability of circular economy business models within high-turnover consumer goods.

References

·                  Chygryn, O. Y., Illiashenko, A., & Olubiyi, T. O. (2026). Relevance of Green Marketing Research in the Context of Industry 5.0. In Vulnerability and the Future of Small Business in Industry 5.0: New Perspectives on Research, Practice and Resilience (pp. 145–162). World-Research Publishing. https://www.wr-publishing.org/index.php/ijsbe/article/view/717 ·                  Fernando, Y. (2022). Green product development and sustainable supply chain dynamics in consumer goods. Journal of Cleaner Production, 312, 127–139. ·                  Lin, J., & Vlachos, P. A. (2018). The impact of corporate social responsibility and green marketing on consumer confidence and brand loyalty in retail. Business Ethics Quarterly, 28(3), 301–324. https://doi.org/10.1017/beq.2018.12 ·                  Pride, W. M., & Ferrell, O. C. (2025). Marketing: Foundations and Green Strategies. ResearchGate Academic Repository. ·                  Taleizadeh, A. E., Moshtagh, M. S., & Nozari, . (2023). Pricing and greening decisions in a supply chain with green consumer behavior for fast-moving goods. Journal of Retailing and Consumer Services, 72, 103254. https://doi.org/10.1016/j.jretconser.2023.103254  

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Publication Date

4/28/2026

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Double-Blind Peer Review

Review Rounds: 2

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