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Abstract
The increasing environmental consciousness among consumers has catalysed a shift towards green Fast-Moving Consumer Goods (FMCGs), especially in regions like Kerala, known for its high literacy and ecological sensitivity. This study aims to explore consumer awareness, the factors influencing purchase decisions, and the information sources related to green FMCGs, with specific reference to Kerala. A structured survey was conducted among a diverse demographic sample. The findings reveal that a significant majority of respondents, particularly in the 29–38 age group and predominantly female, are well-educated and employed in the public sector. Awareness of green FMCGs is notably high, with consumers showing active interest in eco-labels, green certifications, and product content to verify environmental claims. Social media and traditional advertisements significantly influence younger and middle-aged groups, while older demographics rely more on word-of-mouth. Health benefits and environmental sustainability emerged as primary motivations for choosing green products. However, high prices and doubts about product authenticity remain major deterrents. Urban consumers showed a higher frequency of purchase, often leveraging online platforms and specialized green stores. Despite concerns, nearly all respondents (98.01%) believed that green FMCGs are superior to conventional products, and a large proportion recommend their usage to others. The study underscores the urgent need for producers to ensure transparency, for policymakers to incentivize green production, and for consumers to be educated further about the long-term benefits of sustainable choices. The insights provide valuable implications for stakeholders aiming to enhance the green FMCG market in Kerala and beyond.
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