GREEN MARKETING AND SUSTAINABLE CONSUMER BEHAVIOUR IN THE INDIAN FMCG INDUSTRY: AN EMPIRICAL STUDY OF HINDUSTAN UNILEVER

Abstract

Growing environmental concerns and increasing demand for sustainable products have made green marketing an important strategic approach for influencing consumer behaviour in the fast-moving consumer goods (FMCG) sector. This study investigates the impact of green marketing initiatives implemented by Hindustan Unilever Limited (HUL) on consumer awareness and eco-friendly buying behaviour in India. A quantitative research design was employed using secondary data from 1,200 consumers. Statistical techniques, including correlation and multiple regression analyses, were applied to examine the relationships among green marketing initiatives, consumer awareness, and sustainable purchasing behaviour.

The findings indicate that HUL's green marketing initiatives significantly influence consumers' eco-friendly purchase decisions, although their effect on enhancing environmental awareness is relatively limited. The results further demonstrate that emotional and cultural dimensions, particularly eco-pride and cultural eco-alignment, exert a stronger influence on sustainable purchasing behaviour than knowledge-based factors. In addition, social media was identified as the most effective communication channel for promoting green products and encouraging environmentally responsible consumer choices.

The study concludes that while HUL's green marketing strategies effectively encourage sustainable consumption, greater emphasis should be placed on educational and awareness-building initiatives to strengthen consumers' environmental knowledge. The findings contribute to the growing body of literature on green marketing and offer practical implications for marketers, policymakers, and businesses seeking to promote sustainable consumer behaviour in emerging economies such as India.