INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

Abstract: Green marketing has become an important strategy for Fast-Moving Consumer Goods (FMCG) companies as environmental concerns and sustainable consumption continue to grow among consumers. The present study aims to examine consumer awareness and perception towards green marketing practices adopted by FMCG companies in Jhansi District. The research is based on primary data collected from 100 consumers through a structured questionnaire to understand their level of awareness, attitudes, and purchasing behavior related to environmentally friendly products. The findings indicate that a majority of consumers are aware of green marketing concepts and show a positive perception toward eco-friendly products and sustainable practices. However, factors such as price, product availability, brand trust, and authenticity of green claims influence their purchase decisions. The study concludes that although awareness about green marketing is gradually increasing, FMCG companies need to enhance consumer education, transparency, and effective promotional strategies to encourage environmentally responsible consumption and strengthen consumer trust in green products.