ABSTRACT
The globe is currently facing the Emerging challenges of protecting our planet and conserving biodiversity. One of the main causes of this state of affairs is the way that people use resources. As a result, customer behavior and the idea of green marketing and the need for eco-friendly products are the results of attitudes. The purpose of the study is to comprehend Hyderabad customers' green purchasing habits, particularly with regard to the fast-moving consumer goods (FMCG) industry. The current study explains how customers' preferences to purchase environmentally friendly FMCG products are influenced by green marketing strategies. This study highlights the link between green practices, environmentally concerned attitudes, and marketing strategies and how they affect environmentally conscious consumer behavior. Consumers over the age of 18 in Hyderabad were asked for their thoughts in a survey. The primary goals of the study are to determine the key characteristics of green FMCG products, look into how demographic variables affect green marketing tactics, comprehend how green marketing affects consumer purchasing patterns, and assess how pro-environmental sentiments affect green purchasing choices. The research uses an analytical and descriptive approach. Study design, gathering primary data from Hyderabad consumers through a survey method. A multistage sampling procedure was used to pick the respondents that make up the sample. Environmental attitudes, preferences for green products, and demographic data are all included in the questionnaire. The most crucial tactic was determined to be green labeling, which was followed by green product identification and green advertising. Qualities that made green products eligible differed from categories, with health advantages and natural additives playing a major role.
