Effects of Green Marketing Practices on Consumer Behavior in Pakistan’s FMCG Sector

Abstract

Green marketing has become a strategic marketing approach of organizations with the growing consumer expectations for environmentally responsible products. In fact, in the fast-moving consumer goods (FMCG) sector in Pakistan, growing awareness of environmental problems, changing lifestyle trends, and corporate sustainability initiatives have led to the rise in the use of eco-friendly practices. This study examines the impact of green marketing practices from the perspectives of green product development, green packaging, eco-labeling, green advertising, and corporate environmental responsibility on consumer behavior of the FMCG market in Pakistan. Drawing on recent empirical studies, the paper demonstrates the extent of the influence of green initiatives on the consumer attitude and purchasing intentions as well as the overall buying behavior. The resulting study suggest that although there are positive attitudes of Pakistani consumers towards eco-friendly products, there are still some gaps due to price sensitivity values and lack of awareness among the consumers and low level of trust in environmental claims. The study provides theoretical insights, as well as practical implications for FMCG companies who are seeking to increase sustainability-driven competitiveness.