Green Consumerism in FMCG: Ecological sensitivity and health consciousness as Mediators of Sustainable Purchasing

Abstract

The augmented attention on sustainability within the environment has been altering the consumerist behavior, which refers to the Fast-Moving Consumer Goods (FMCG) industry. Green consumerism has proved to be of a significant paradigm where consumers are increasingly considering the environmental and human health implications in making their purchasing decisions. This essay discusses the influence of green consumerism on the green purchasing behaviour in FMCG market under the mediating variables, which are ecological sensitivity and health consciousness. The research, which will be based on a structured questionnaire that will be distributed to the consumers of FMCGs will employ such statistical procedures as reliability analysis, correlation, regression and mediation analysis testing the hypothesized relationships. The findings demonstrate that green consumerism has a positive impact on sustainable purchasing behavior to a significant degree. In addition, this connection is formed due to the ecological sensitivity and the health awareness which, working both separately and in combination proves that the more conscious consumers are inclined towards the sustainable purchase. The results have revealed the importance of the aspect of inclusion of environmental responsibility and health-based communication in the market mix of FMCGs. It is only by stating that such decisions arise out of psychological processes regarding what people actually bought in the name of green that the research can offer real-life insights into the mindset of the marketers, policymakers as well as the advocates of sustainability. It is also a contribution to the literature since it offers an empirical support of the mediating role of ecological sensitivity and health consciousness in the context of the sustainable consumer behavior in the context of young markets.