Consumer Perception to Eco-Friendly FMCG Products Moving Towards A Sustainable Environment.

Abstract

Consumer interest in eco-friendly fast-moving consumer goods (FMCG) is growing, and this shift towards a more sustainable environment is a great opportunity for companies. By adopting sustainable practices, businesses can improve their public image and encourage customers to make more environmentally conscious purchase. This study looked at how consumers’ attitudes toward eco-friendly products are influenced by their product awareness and purchasing decisions. We used a questionnaire in a pilot study to collect data, and the results confirmed that our questions were reliable and valid. The questionnaire’s reliability was very high, with Cronbach’s alpha values of 0.852 for product awareness, 0.887 for consumer purchasing decisions, and 0.869 for consumer perception. We also used KMO and Bartlett’s tests, which showed that the questionnaire was very good at explaining the different factors we were measuring, with the total variance explained being over 65%. The results from our pilot study show that this questionnaire is a strong tool for measuring these variables. It can provide companies with valuable information about consumer intentions and behavior. Regression and correlation analyses reveal that awareness and perception significantly influence sustainable purchasing attitude. Greater awareness improves perception, and together they drive eco-friendly buying decisions. It aligning with these preferences, companies can enhance their competitive edge while also promoting a more sustainable future.