A Study on Consumer Attitude towards Eco Friendly FMCG Products With Reference To Hubli City in Karnataka
Over the last few decades the environmentalism has emerged to be a very important issue due to increasing in air pollution, poor management of waste, growing water scarcity, falling ground water scarcity, falling groundwater tables, water pollution, preservation and quality of forests, biodiversity loss, land/soil degradation, acid rains, depletion of the ozone layer from chloro fluoro carbons, and many more critical environmental issues. As a result there is an increasing interest from customers towards environmental protections and sustainable development. The customers are decided to use those goods which are environmentally safe and good for health. The primary objective of the study is to assess the level of environmental knowledge and concern of the respondents and also to examine the awareness and consumer attitude towards eco friendly FMCG product. This study was conducted in Hubli City, Karnataka with a sample size 100. Data was collected both by face to face interviews and email questionnaires. ANOVA test and percentage analysis were used as data analysis tools. The findings of the study reveal that Product label and outdoor advertisement are major sources of awareness towards eco friendly products. The consumers are aware of the eco friendly products and are having a positive attitude towards eco friendly products. It was found that the lack of knowledge and not aware of the benefits are barriers for purchasing eco friendly products. Majority of the respondents buy eco friendly products for health purpose. The study concludes that consumer is waking up to the virtues of green products. But it is still a new concept for the majority. The new green movements need to reach the masses and that will take a lot of time and effort. The government, the organization, the masses and the consumers has to join their hands together in bringing the ecological balance.