Paper Contents
Abstract
The purpose of this article is to evaluate how female customers in Bilaspur city view and feel about green marketing strategies used for fast-moving consumer goods. A structured questionnaire is used to gather data from a randomly selected sample of 100 female respondents. The study's findings indicate that urban female consumers were aware of green marketing strategies and the availability of green fast-moving consumer goods. The respondentsgreen values were likewise found to be high. Because consumers place a high value on green products, research has provided useful insights for marketers of green products and indicates the necessity of creating marketing communication campaigns supporting green products. Regression analysis findings indicate that consumer persuasion to purchase and prefer green products over conventional products was positively and significantly impacted by overall green values, awareness of green products and practices, and perceptions of how serious marketing companies were about green marketing
Copyright
Copyright © 2025 Dr. Ankita Sharma. This is an open access article distributed under the Creative Commons Attribution License.
