Measuring Customer’s Attitude Towards the Sustainable Products: A Case Study of FMCG Product in Rajasthan

Sustainability is defined as the capacity to make development sustainable, that is, to guarantee that it fulfils current demands without jeopardising future generations' ability to satisfy their own (World Commission on Environment and Development: WCED, 1987). There are four components to it: environmental, social, economic, and institutional (UNDPCSD, 1996). The term "sustainable development" refers to the ability to maintain these aspects in the future.Fast-moving consumer goods (FMCG) sector is India’s fourth-largest sector and has been expanding at a healthy rate over the years because of rising disposable income, a rising youth population, and rising brand awareness among consumers. With household and personal care accounting for 50% of FMCG sales in India, the industry is an important contributor to India’s GDP.The study collected data from 4735 FMCG customers residing in 5 selected districts of Rajasthan state, including Jodhpur, Udaipur, Jaipur, Bikaner, and Kota. This dataset was deemed sufficient for the analysis. The current research utilised one sample t test results and multiple regression analysis conducted with SPSS for data analysis. The study revealed that 11 variables are predicting the Sustainable purchase behaviour for FMCG products.