A Study On Consumer Awareness Towards Green FMCG Products In The Food And Beverage Categories With Special Reference To Kamrup Metropolitan, Assam

Abstract

Fast-moving consumer goods (FMCG) companies increasingly offer green products as consumer awareness and demand rise for sustainable options. This study analyzed consumer awareness in the food and beverage FMCG category with a special focus on Kamrup Metro in Assam. Questionnaires were distributed to 300 consumers in Kamrup Metro assessing awareness levels, perceptions, motivations, and purchasing behaviors regarding green FMCG products. Key findings show that while awareness exists regarding organic foods and ingredients, a comprehensive understanding of green products is limited. Health consciousness is the prime motivation for purchase rather than environmental reasons. Barriers include higher prices, limited availability, and confusion around labels/claims. Recommendations include consumer education programs, expanded distribution channels, government incentives for producers, and enforced labeling standards by regulators. Targeted approaches can raise awareness and consumption of green FMCG goods in Kamrup Metro, benefitting consumers, industry players, and environmental sustainability.