Impact of Food Labelling on Consumer Behaviour - A Green Marketing Initiative

Abstract

Green marketing is the buzzword nowadays which focuses on the organic concept of the product with minimum residue and wastages. It also focuses on the recycling and the reusability of the product for further usage. This research paper focuses on ‘The Impact of Food Labelling on Consumer’s choice of Products – A Green Marketing Initiative’. It focuses on green marketing, how consumer perceives it and what are the real ingredients associated with it. This is the empirical research where the Likert scale is used to collect the primary data. A sample of 126 respondents was used to analyse the green marketing initiative. The various factors that used were nutrition information, green packaging, fitness labels like low fat, gluten free etc., allergen information and the product in which the product is made etc. also impact consumer choices. Correlation analysis is used as a statistical tool to analyse the data with the help of SPSS 28.0 software. The scope and application of the paper is that the suggestive framework for green marketing initiatives can be used by various marketing firms, and policymakers which will empower the consumers and the manufacturer both to make improved and better fitness, health and ecologically environmentally friendly choices.

Keywords

• green marketing
• environment
• food labels
• consumer behaviour