AN ANALYTICAL STUDY ON CONSUMERS’ AWARENESS TOWARDS GREEN FAST MOVING CONSUMER GOODS IN COIMBATORE DISTRICT

Abstract

Nowadays, the environment has become a mainstream issue in the current competitive world. Green marketing is a major trend to know the reason for environmental issues like global warming, ozone depletion, pollution, loss of bio-diversity and deforestation. The purpose of the study is to find out the awareness level of consumers’ towards select Green Fast Moving Consumer Goods in Coimbatore District. The study is mainly focused on determining the difference in the awareness level among male and female consumers about Green FMCG Products. The primary data were collected through interview method with a structured questionnaire from 384 respondents using purposive sampling technique. The data were analyzed with the help of statistical tools like Percentage Analysis, One way Anova and Independent Sample t-test. The study found that 62.2% of the total consumers are highly aware about the environmental issues and eco-concerns. 53.4% of the consumers are not aware about the environmental certification so, the FMCG companies should provide the details through advertisement. Finally, the study concluded that the consumers are familiar about the environmental aspects and also their green awareness is high. Male consumers’ level of awareness is high when compared to the awareness level of female consumers during the study period.