Customer Perception for Eco-Friendly FMCG Product& Factors Influencing Its Purchase

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Customer Perception for Eco-Friendly FMCG Product& Factors Influencing Its Purchase

Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 2

Abstract

The study tries to estimate the existingawareness and understanding of the outlay and rewards of Eco-naturalfood across innumerate levels viz.generation, environmental, marketer, and consumer purchase dimensions. Eco-naturalfood shows many potential rewards that mainly include higher biodiversity and improved soil and water quality, enhanced profitability, and higher nutritional value as well as many potential outlay including lower yields and higher consumer prices. However, numerous important dimensions have high uncertainty, particularly the environmental performance when controlling for lower Eco-natural yields, but also yield stability, soil erosion, water use, and labor conditions. Study is an effort to identify conditions that influence the relative acceptance and performance of Eco-naturalfarming products, highlighting areas for increased research and policy support. Lack of sustainability, today is a leading cause of environmental decadence. Despite major increases in generation of natural food items, developing countries like India seem to follow and adapt at a slower pace. Eco-naturalfood has been proposed as a solution to achieving sustainable food protection. The research tries to understand the intention and perception of consumers in buying of the eco food products. The demographic profile of the consumers that purchase the eco-natural eco food products was understood in this attempt. Data were collected in supermarkets within 3 different areas NCR using mallintercept approach. 577 respondents were interviewed using the survey method of primary data collection. The data obtained from the survey were analyzed using chi-square test, ANOVA, correlation analysis and multiple linear regression tests. Result indicated that the intention to purchase Eco-natural products were heavily influenced by the perception on Eco-natural product worth of purchase and the belief on the safety and health aspect of the product. Respondents were divided into two groups, one that of the buyers of eco food and the other of non-buyers. Among the Eco-natural buyers majority consumers believed Eco-natural food to be healthier, tastier and better as compared to non-eco traditionally cultivated food.

Authors and Affiliations

Dr. Aparna Goyal, Dr. Sanjeev Bansal

Keywords

EP ID EP409632
DOI 10.9790/487X-2002042839.
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