Impact of Green Marketing on Customer Buying with Special Reference to FMCG Sector

Fast moving consumer goods is the fourth largest sector which fuels the Indian economy to a great extent.  There has been tremendous growth in the past few decades. The overall growth of FMCG industry increased to 9.4% growth in India in which rural area plays a significant role in achieving a faster growth in India.  Changes in consumption pattern of rural and urban people in India is due to many reasons like changing life styles, increasing consumer awareness, growing internet penetration and innovative promotional campaigns.