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International Journal of Research in Management

Vol. 5, Issue 2, Part C (2023)

An empirical study of consumer buying behaviour towards eco-friendly FMCG products in Western Odisha

Author(s):

Bijayalal Naik, Saroja Meher and Bikash Sethy

Abstract:

This study investigates consumer buying behavior regarding eco-friendly Fast Moving Consumer Goods (FMCG) products within the context of Western Odisha, India. With the increasing concern for environmental sustainability and the growing market for eco-friendly products, understanding the factors influencing consumer choices in this region becomes pivotal. The study employs ANOVA and Logistic regression for the analysis. The study found that availability is a positive but insignificant predictor of consumer buying behavior, while awareness is a significant negative predictor variable. The outcome of this study offers valuable insights to marketers, policymakers, and businesses seeking to enhance the adoption of eco-friendly FMCG products in Western Odisha.

Pages: 216-220  |  392 Views  127 Downloads


International Journal of Research in Management
How to cite this article:
Bijayalal Naik, Saroja Meher and Bikash Sethy. An empirical study of consumer buying behaviour towards eco-friendly FMCG products in Western Odisha. Int. J. Res. Manage. 2023;5(2):216-220. DOI: 10.33545/26648792.2023.v5.i2c.111
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