Green Marketing Practices and Green Brand Equity of FMCG companies in South Kerala

Abstract

In the modern era of globalisation, it has become a great challenge to keep the customers as well as consumers in fold and even keep our natural environment safe.  The growing social concern for the environment has emerged as a key concept in marketing- i.e, Green Marketing. It incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. The Fast Moving Consumer Goods (FMCG) sector is one of the growing industries and they have increasingly recognising the various competitive advantages and opportunities to be gained from eco-sustainability and green marketing. However, a better understanding of consumer behaviour is necessary especially in the FMCG sector. The objective of the study is to investigate consumer preference towards green products in the FMCG sector and analyses the factors affecting green purchasing behaviour. The research also explored the impact of green marketing practices of FMCG Companies on Green Brand Equity of the customers. Qualitative approach was adopted for the study by using a questionnaire and the total sample composed of 620 respondents from five districts of South Kerala. Stratified random sampling was used to collect data.   The findings of the study show that Green Brand Image, Green Satisfaction, Green Loyalty of the customers affects their Green Brand Equity. The understanding on the changing consumption pattern of Kerala consumers and the value of attachment, they gave to the environment provides useful insights that are especially pertinent to an improved understanding of Green Purchasing Behaviour in the Kerala market.