International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Role of Green Marketing in Influencing Consumer Purchase Intentions: Evidence from the FMCG

Author(s) Ms. Manila Kumari
Country India
Abstract In recent years, the growing concern for environmental sustainability has transformed how consumers perceive brands and make purchase decisions. Green marketing has emerged as a powerful strategic tool that integrates environmental responsibility into business practices, particularly within the fast-moving consumer goods (FMCG) sector. This paper assesses the role of green marketing in influencing consumer purchase intentions through a comprehensive analysis of secondary data drawn from academic journals, market reports, and sustainability indices. The findings indicate that eco-friendly packaging, transparent communication, and corporate environmental initiatives significantly enhance consumer trust and purchase likelihood. However, the gap between consumers’ positive environmental attitudes and their actual buying behavior remains a persistent challenge. The study highlights how effective green marketing strategies can bridge this intention–behavior gap and foster sustainable consumption patterns. The results offer valuable insights for marketers and policymakers aiming to promote responsible consumer behavior and achieve long-term brand loyalty in the FMCG industry.
Keywords Green Marketing, Consumer Behaviour, Purchase Intentions, Sustainability, FMCG Sector, Secondary Data Analysis
Field Mathematics > Economy / Commerce
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-25
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.58766
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E-ISSN 2582-2160
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