Consumer Purchase Intention and Behaviour Towards Green Products in the FMCG Sector: A Study on Sustainable Firm Performance

Abstract

firms in India are these days under increasing pressure to provide fast delivery at a competitive cost with sustainable action. Consumers are keener on green goods, particularly in semi-urban and urban areas. They include items with eco-labels, secure packaging, and low harm to the environment. But actual purchase lags stated interest. Price worries, low trust and limited access shape gaps between awareness and action. Firms building solid green product lines need to understand what influences consumer choice. Brand trust, product labeling clarity and peer viewpoints influence intention to purchase. Consumers are more likely to act if firms clearly state they use safe materials safely, make forthright claims, and also have steady supply.

Emotional drivers also matter - buyers support green brands that reflect their concern, lifestyle, and values for health. Firms also track what users search, compare and select via digital tools. These helps shape messages; test offers and guide campaigns. AI tracks user reviews and sales data to identify green product use patterns. This blend of consumer insight and digital tracking enables quicker response and better product fit. Still, firms must act carefully. Green claims must match product reality. If not, buyers get deceived and lose trust. Training teams to communicate value, show proof & reduce greenwashing keeps brand value high. Firms which align these attain better long-term performance.