Paper Details

Name: Manpreet Kaur, Amit Aggarwal
Country: India

Year: 2026
Volume: Volume-13, Issue-2, Year-2026 ( July- Dec)
Page Number: 90-98
DOI: https://doi.org/10.5281/zenodo.23359637

Green marketing has become an important strategic approach focused on promoting environmentally sustainable products and practices. Although shifting from traditional marketing poses challenges, growing government emphasis on environmental protection has encouraged businesses to adopt sustainable methods for both compliance and competitive advantage. This study examines consumer awareness of green marketing in the FMCG sector. Using exploratory and descriptive research designs, data were collected from 600 consumers across Ludhiana, Jalandhar, and Amritsar in Punjab through a multi-stage sampling method. Statistical tools such as mean, standard deviation, t-test, F-test, Welch test and ANOVA were applied. Overall, the findings suggest that awareness of green FMCG products is not uniform across the population and is largely shaped by socio-economic and demographic characteristics, highlighting the need for targeted strategies to enhance awareness among specific groups. Educational initiatives and promotional activities should be strengthened, particularly among less aware groups, using simple and informative communication. Marketers should utilize digital platforms, social media, and local outreach programs to effectively reach diverse populations.

Keywords: [Green Marketing, FMCG Sector, Consumer Awareness, Punjab]