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

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.