• Dr.PRATHEEP K

Green Marketing Practices and Consumer Awareness in Kerala: A Study on Eco-friendly FMCG Brands ================================================ Author: Dr. PRATHEEP K Lecturer in Commerce, University Institute of Technology, University of Kerala, Thiruvananthapuram Email: paramjyothypk@gmail.com Date: November 2025 Abstract The growing environmental consciousness among consumers has driven businesses to adopt green marketing practices that emphasize sustainability and ecological responsibility. This study examines the awareness, perception, and purchasing behavior of consumers toward eco-friendly FMCG (Fast-Moving Consumer Goods) brands in Kerala. Based on primary data from 200 respondents across major districts, the study investigates the influence of green marketing practices—including eco-labeling, sustainable packaging, corporate social responsibility (CSR) initiatives, and digital green promotion—on consumer awareness and purchase intention. Statistical analysis reveals that eco-labeling and CSR-driven advertising significantly influence consumer trust and willingness to pay a premium for green products. The paper concludes with managerial implications for FMCG marketers and policy suggestions for promoting sustainable consumer behavior in Kerala. Keywords: Green Marketing, Consumer Awareness, Eco-friendly Brands, FMCG, Kerala, CSR, Sustainable Consumption.

Green Marketing, Consumer Awareness, Eco-friendly Brands, FMCG, Kerala, CSR, Sustainable Consumption.

"Green Marketing Practices and Consumer Awareness in Kerala: A Study on Eco-friendly FMCG Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.c360-c362, November-2025, Available :http://www.jetir.org/papers/JETIR2511245.pdf

"Green Marketing Practices and Consumer Awareness in Kerala: A Study on Eco-friendly FMCG Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. ppc360-c362, November-2025, Available at : http://www.jetir.org/papers/JETIR2511245.pdf