Role of Green Marketing on Consumer Purchase Intention towards FMCG Sector: A Mediated Model of Brand Trust and Environmental Concern in Indian Context

Abstract

In a world that has been increasingly becoming environmentally sensitive, sustainable marketing has been a major constituent in defining consumer behavior especially in fast moving consumer goods industry. Lack of research that dominates to establish the implications of green marketing approaches proceeding consumer buying patterns in the developing economies like India, whose consumers have turned their focus to price, health, and sustainability, have prevailed. This research paper aims to examine green marketing practices its effects on the consumer purchasing behavior, and also to test the mediating role of green brand trust and environmental awareness. The data extracted was analyzed based on a structural equation modeling (SEM) technique using SmartPLS based on the stimulus organism response framework and using 365 Indian customers. The results suggest that green marketing strategies significantly affect consumers' intentions to buy eco-friendly brands, both directly and indirectly, by fostering trust in these brands and raising environmental awareness. The results indicate that the ecological awareness and consumer trust should be cultivated to enhance marketing effectiveness by adhering to eco-friendly principles. This research contributes to the theoretical knowledge of environmental-friendly consumerism. It can be a valuable source of knowledge to fast-moving consumer goods firms that want to make their sustainability practices in line with the changing con-sumer expectations in new markets