Suraj Shah, Maurvi Vasavada, Viresh Baudhanwala
Growing public policy and business awareness of the numerous
environmental issues has contributed to a change in the way consumers live
their lives. Due to covid-19 where everything is on
hold, Green Marketing is in perceptible need of an hour. Consumer
mindsets concerning a Green Lifestyle have altered (pray Jani, 2020).
Individuals are keenly trying to lessen their environmental impact. Consumers
and organizations are feeling responsible towards environmental issues and they
are actively participating by purchasing Green Products. Companies and firms
have seen a shift in attitudes towards customers and are seeking to achieve a
strategic market advantage by exploiting the potential of the green business
sector. (Narges delafrooz, Mohammad Taleghani, Bahareh Nouri, 2013).The
analysis of this research paper had the aim of proving insights about the
relationship between green marketing and consumer buying behavior, determine
the factors that take precedence in green practices and establishing a
relationship between green marketing and brand image with reference to FMCG firms.
Scope of the Study: The scope of this study is limited to urban cities in Gujarat namely
Ahmedabad, Baroda, Surat, and Rajkot. Research is limited to FMCG brands that
use green marketing practices. Further the conceptual scope of the study is
limited to the relationship between green marketing, consumer buying behavior
and brand image of the company. Different demographic factors such as age,
educational qualification, occupation, monthly income, marital status and size
of the family are taken into consideration for the study along with other
variables which are based on literature.
Research Gap: Many research have been conducted to find out the relationship
between green marketing and consumer behavior abroad. But there is a lack of
research specifically conducted to measure the relationship between green
marketing, consumer buying behavior and brand image with reference to the
Indian FMCG sector.
Green Marketing, Consumer Buying Behavior,
Brand Image, FMCG Industry.
VOL.14, ISSUE No.1, March 2022