Consumer Attractiveness towards Green Products of FMCG Sector with Special Reference to ITC Classmate Note Book

Abstract

Purpose: The purpose of the study is to investigate the consumer attractiveness towards ITC?s eco- friendly FMCG products and their impact on purchase decision for ITC classmate note book. Design/Methodology/Approach: The present study adopted descriptive as well as an empirical research methodology based on the survey method. Findings: Correlation and regression analysis is used to measure the significance level between various variable. From the study it is seen that customers are not willing to pay extra for eco-friendly products. The higher values of packaging of classmate notebook are having a low association with higher values of willingness of paying extra prices for eco-friendly products. Also the higher values of distribution channel of classmate notebook are having a low association with higher values of willingness of paying extra prices for eco- friendly products. Limitations and Implications: The project was confined to Kottayam district only. The primary data has been collected through a structured questionnaire from a sample of only 30 individuals, which may not reflect the opinion of the entire population. As the study concentrated on a specific industry, there is limited scope for the generalizability of the results to other industrial areas. The practical implication of the study is that the study results provide insights to the policy makers to provide special incentives for promoting the green marketing strategy, while it provide the marketers with insights on green marketing in FMCGsector.