• Indu Bala

This research paper investigates how green marketing practices affect consumer purchase decisions throughout Rajasthan's FMCG startup market. Business need green marketing as vital strategy to reach environmentally conscious consumers while the general public and environment grow in concern. A structured questionnaire went out to 198 participants across different Rajasthan cities during the research phase. Statistical tests, including correlation analysis, t-test, ANOVA, and regression, examined the variables of green marketing awareness, eco-label trust, green product perception, eco-friendly packaging, and brand loyalty in the research. The study found that trust in eco-labels leads to modest changes in brand loyalty levels. Research demonstrated that female consumers expressed stronger brand loyalty towards green brands than their male counterparts. Green product perception, together with eco-friendly packaging, proved to be crucial in shaping buying behaviour, yet price sensitivity showed a diminished impact. Research showed that lower-income consumers demonstrate a stronger tendency for sustainable purchasing choices in green marketing campaigns. Strategic green marketing approaches targeting consumer awareness and eco-friendliness lead to notable changes in FMCG consumers' preferences and sustained purchasing behaviour towards environmentally friendly products.

Green Marketing, Consumer Buying Behaviour, FMCG Sector, Eco-Friendly Packaging, Brand Loyalty

"Green Marketing for Startup Success: An Emprical Study on FMCG Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 12, page no.b707-b723, December-2025, Available :http://www.jetir.org/papers/JETIR2512190.pdf

"Green Marketing for Startup Success: An Emprical Study on FMCG Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 12, page no. ppb707-b723, December-2025, Available at : http://www.jetir.org/papers/JETIR2512190.pdf