As environmental concerns grow and consumer awareness rises, there has been a notable change in purchasing habits, particularly in the fast-moving consumer goods (FMCG) sector. This empirical study seeks to explore consumer perceptions of eco-friendly FMCG products in Navi Mumbai city. A structured survey was conducted with 400 respondents from various demographics, including students, working professionals and homemakers, to evaluate their attitudes, purchasing habits and awareness regarding sustainable FMCG products. The results show that 67% of respondents are aware of eco-friendly FMCG products, but only 45% actually purchase them, which aligns with past research indicating an ‘attitude-behaviour gap’ in green consumerism. This reluctance is attributed to factors such as price sensitivity, limited availability and doubts about green claims.

Furthermore, 56% of respondents expressed a preference for eco-friendly alternatives if they were priced competitively and readily available, supporting the price-quality trade off theory. The study emphasises the importance of brand credibility, government initiatives and eco-labelling in shaping consumer behaviour. Using statistical methods like chi-square tests and regression modelling, the study reveals a significant link between environmental consciousness and purchasing behaviour. The findings offer valuable insights into consumer expectations, the challenges faced by eco-friendly brands and suggestions for businesses to improve their green marketing strategies.

Consumer perception, eco-friendly products, fast-moving consumer goods, green marketing, sustainable consumption, Navi Mumbai

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