A Study on Purchasing Behaviour of Sustainable Consumer Consuming Fast Moving Consumer Green Products

Abstract

Now a days, many consumers started consuming more of green or eco-friendly fast moving consumer goods. Indian companies must create more eco-friendly ecosystem and also compete with the global as well as multinational companies which are leading in this market. Sustainable consumers are those consumers who maintain good health, conserve environment as well as natural resources and ensure that the future generations are also benefited. Fast moving consumer goods include non-durable goods and are sold at a relatively low cost. The survey was conducted to know the purchasing behaviour of sustainable consumers consuming fast moving consumer green products with the help of questionnaire. The tools used for this study were percentage and rank.