A Study on Consumer Awareness of Green Fast-Moving Consumer Goods in the Puducherry Region

Abstract

Environmental sustainability has become a major global concern due to increasing ecological degradation, pollution, climate change, and resource depletion. In this context, green fast-moving consumer goods have emerged as an important solution for promoting environmentally responsible consumption. The present study examines the level of awareness among consumers regarding green FMCGs in the Puducherry region. A descriptive research design was adopted, and primary data were collected from 175 consumers using a structured questionnaire. Convenience sampling technique was employed, and the collected data were analyzed using percentage analysis, mean score analysis, student t-test, analysis of variance, coefficient of variation, and multiple regression analysis. The findings revealed that consumers possess a moderate to high level of awareness regarding green FMCGs, particularly concerning product availability, environmental benefits, health benefits, sustainable practices, and information obtained through social media platforms. The study found that awareness levels were generally consistent across demographic groups. While gender, age, education, and income did not significantly influence awareness, occupation and place of residence were identified as significant determinants. Despite positive perceptions toward green products, barriers such as high prices, limited availability, and doubts regarding the authenticity of environmental claims continue to affect consumer adoption. The study suggests strengthening educational campaigns, standardizing eco-labels, improving product accessibility, and enhancing digital awareness initiatives to promote sustainable consumption. The findings provide valuable insights for marketers, policymakers, and environmental organizations in encouraging the adoption of green FMCGs and supporting environmental sustainability.