SIGNIFICANCE OF ECO-LABELLING IN ‘FMCG’ SECTOR ON CONSUMER BUYING BEHAVIOUR

Abstract

The increasing social and regulatory concerns for the environment has resulted in an increasing number of companies to consider green issues as a major source of strategic change. An increasing number of brands are now relying on eco-labelling as an associative branding strategy for communicating their sustainability performance. The availability, as well as preference for eco-friendly products, have increased; however, understanding of sustainable products is still not sufficient enough because most studies have been focusing only on organic products. It is important to focus not only on the eco-friendly ingredients but at the same time on the eco-friendly packaging because the packaging has recently been found to be a primary cause of pollution. Major environmental problems and depletion of natural resources have forced humans to focus on consumption that does not harm the environment. More and more organizations are producing environmentally friendly products today and consumers are also showing increased willingness to purchase such products. However, a majority of previous studies report that consumers’ favourable attitudes do not translate into actual buying actions and most of the consumers do not purchase green products.
The purpose of the study was to investigate the effect of Eco-labelling in FMCG sector on consumer buying behaviour.
This study is primarily based on primary as well as secondary data. The primary data is collected from the sample survey that was conducted in Udaipur city. ____ respondents were selected for the survey and respondents were asked to answer the questionnaire. The questionnaire was designed to obtain the required information. The secondary data was collected from journals, books and other published data.