A Study on Youth Behaviour to Adopt The Green Fast Moving Consumer Goods (FMCG) in Jammu and Kashmir with Special Reference to District Anantnag

Abstract

Green development is a necessary step to protect the environment from the harmful effect of pollution. This research paper aims to know about present youth behaviour towards green marketing policy in Fast Moving Consumer Goods (FMGS). Increase in pollution, emission of greenhouse gases, climate change and global warming are major environmental challenges for future generation to acquire sustainable development. Green FMCG products are widely used at global scale to combat anthropogenic impacts on environmental degradation. To solve the environmental problems, most of the goods manufacturing companies and governments are taking various measures to promote green marketing in the FMCG sector and other sectors. In the modern age, almost everybody is aware of green marketing and its role towards protecting the environment. In This study, we took two independent variables, i.e. respondent's health consciousness and environmental issues, whereas the dependent variable intends to purchase the green FMCG. This study is based on both the primary and secondary data and the statistics evaluation percentage approach is used. The study indicates that modern young generation is aware of the green products and is very interested in adopting them. The finding suggests that youth are worried about the individual health as well as environmental problems. We suggest that the youth of Anantnag district are self-motivated towards individual health aspects as well as the environmental aspects, but organising effective and extensive awareness programmes about the Green FMCG is the need of the hour.