Youth dependency on FMCG food products and green marketing-driven transformation in India
DOI:
https://doi.org/10.64171/JSRD.5.S2.13-19Keywords:
Youth dependency, FMCG food products, Green marketing, Consumer behaviour, Rural–urban differences, Sustainable consumption, UttarakhandAbstract
The increasing dependency of youth on Fast Moving Consumer Goods (FMCG) food products reflects significant changes in lifestyle, consumption patterns, and market dynamics in India. Alongside this trend, green marketing has emerged as an important strategy adopted by FMCG companies to promote environmentally responsible consumption and contribute to sustainable development. This study examines youth dependency on FMCG food products and analyses how green marketing practices are influencing consumption behaviour and driving market transformation in rural and urban areas of Uttarakhand. The research is descriptive and quantitative in nature and is based on primary data collected through a structured questionnaire administered to youth respondents from selected rural and urban regions of Uttarakhand. A stratified sampling technique was employed to ensure balanced representation of both areas. Statistical tools such as percentage analysis, mean scores, and comparative analysis were used to assess consumption frequency, dependency levels, awareness of green marketing practices, and their influence on purchase decisions.
The findings reveal a high level of dependency on FMCG food products among youth, with urban respondents exhibiting greater consumption frequency compared to rural youth. Green marketing elements such as eco-friendly packaging, organic ingredients, and environmental claims significantly influence youth purchase behaviour, particularly in urban areas. The study highlights noticeable rural–urban differences in awareness and perception of green marketing initiatives. The findings provide useful insights for marketers and policymakers to design effective green marketing strategies and promote sustainable consumption among Indian youth.
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