Consumer Attitudes towards Ethical Branding of FMCG Products in Karnataka

Abstract

In the contemporary consumer landscape, ethical branding has emerged as a pivotal factor influencing purchasing decisions, especially within the Fast-Moving Consumer Goods (FMCG) sector. As sustainability, corporate social responsibility (CSR), and transparent business practices gain prominence, understanding consumer attitudes towards ethical branding becomes increasingly relevant. This study aims to examine consumer perceptions and behavioral responses to ethically branded FMCG products in Karnataka. The research employed a descriptive method, targeting five major districts—Bengaluru, Mysuru, Hassan, Tumkur, and Chamarajanagara. Primary data was collected from 405 valid respondents using a structured questionnaire based on a five-point Likert scale. Convenient sampling was used, and the data was analyzed using descriptive statistics, ANOVA, and post hoc (Tukey’s HSD) tests. The findings reveal significant district-wise differences in consumer attitudes, with higher ethical awareness and trust in urban centers like Bengaluru. Key variables such as CSR awareness, ethical purchase influence, and brand loyalty showed significant variation, supporting the hypothesis that geographical and demographic factors affect consumer perception. The study concludes that ethical branding has a positive influence on consumer behavior, though price sensitivity and greenwashing skepticism remain barriers. Future research can explore longitudinal changes and include rural market dynamics for broader insights.