Exploring Eco-Friendly Marketing Approaches for Consumable Goods: Insights from Ernakulam

This study investigates consumer responses to eco-friendly marketing strategies in the context of consumable goods, with a specific focus on Ernakulam district in Kerala, India. Using a structured survey of 1,500 respondents sampled across urban, semi-urban, and rural zones of the district, the research evaluates consumer awareness, preferences, and purchasing behaviour related to sustainable marketing practices such as green labelling, biodegradable packaging, ethical sourcing, and CSR-driven branding. Statistical tools, including descriptive analysis, chi-square tests, and regression models, were applied to analyse the relationship between demographic characteristics and eco-friendly consumer behaviour. The study found a strong correlation between educational background and sustainability awareness. Urban consumers were more responsive to eco-marketing efforts, while rural participants prioritized affordability. The research concludes that eco-friendly marketing is increasingly relevant but must be tailored to the socio-economic realities of local markets. Findings offer practical insights for businesses seeking to align their sustainability strategies with regional consumer expectations.