Impact of Green Marketing on Purchase Decisions of Urban Consumers in Imphal, Manipur: A Study of FMCG Products
Year: 2025
Type: article
Study design: Observational Study
Abstract: This paper examines how green marketing can influence the decision of urban consumers at Imphal in Manipur to purchase the Fast-Moving Consumer Goods (FMCG). Although empirical focus on green marketing has been rife in urban metropolis markets, less focus has been on smaller urban areas in the Northeast Indian market. The research paper fills this gap by examining the role of eco-labelling, eco-packaging, environmental advertising and brand trust as some of the factors that will determine the persuasive ability of consumers in this regional setting. A total of 270 respondents in Imphal East and Imphal West were surveyed using a structured questionnaire survey to collect the data. A formula formulated by Krejcie and Morgan (1970) was used to compute the sample size in order to have statistical adequacy. The hypotheses were tested with the help of the regression analysis, and the ANOVA and chi-square tests were used to test the demographic differences in responses. The results show that the four green marketing practices have significant implications on the purchase decision with eco-labelling being the best predictor of purchase decision followed by eco-packaging and environmental advertising. The mediator was brand trust which strengthened the fact that consumers are more inclined to respond to green claims in case brands are held as true and trust worthy. Demographic data indicate that the youngest working population (26-35 years old) are responding most to the green marketing, whereas gender variations were not statistically significant. Locational variations imply that there is an implication of greater responsiveness in Imphal West than Imphal East. The research adds to the body of knowledge by applying the green marketing theory to the poorly researched area and providing an insight into practical measures that can be taken by the companies dealing with the FMCG and policy-makers to create strategies that facilitate sustainable consumption. Weaknesses and research opportunities are also addressed.
Authors: Md. Mustafin Ahmed, Makakmayum Baadshah
Institution: Shri Jagdishprasad Jhabarmal Tibrewala University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414640995