Bridging Green Consumerism and Profitability: Sustainable Practices for Business Growth in FMCG

Abstract

This study looks at the connection between green consumerism and profitability in the Fast-Moving Consumer Goods (FMCG) sector in Tamil Nadu. As consumers become more aware of sustainable practices, businesses feel pressure to adopt environmentally friendly strategies. These include using biodegradable packaging and sourcing materials ethically. This research studies how consumer views on sustainability shape their buying choices and examines how implementing these practices affects overall profit. A quantitative research design was used, with a structured questionnaire sent to 200 respondents from different backgrounds. We performed statistical analyses, including Chi-Square tests and regression analysis, to evaluate the data. The findings show a strong positive link between awareness of sustainable practices and consumer buying behavior. Additionally, putting sustainable practices into action can improve profitability by building customer loyalty and enhancing brand reputation. This study underscores the value of sustainability as a strategy for FMCG businesses. It provides useful insights for marketers who want to adjust their approaches to changing consumer preferences. The results indicate that by focusing on sustainable practices, companies can meet consumer demand and achieve significant financial benefits.