From Awareness to Action: How Green Marketing and Perceived Price Fairness Influence Actual Green Purchase Intentions: A Study of Eco-Friendly FMCG Products

In recent years, eco-conscious consumption has transitioned from a peripheral ethical stance to a mainstream purchasing criterion, particularly within the fast-moving consumer goods (FMCG) sector. However, despite wide awareness of sustainability appeals, the gap between consumer green awareness and actual purchase action persists. This study examines how green marketing strategies and perceived price fairness jointly influence actual green purchase intentions in the eco-friendly FMCG category. Drawing on sustainability-driven marketing theory and behavioural decision-making models, the research explores whether transparent green messaging, eco-labeling, sustainable packaging cues, and cause-related communication enhance consumer trust and stimulate purchase decisions. Furthermore, price fairness — the belief that the premium charged for sustainable products is justified by ethical sourcing, environmental benefits, and safety — is evaluated as a key determinant converting green attitudes into real purchase outcomes. The study adopts a quantitative approach using a structured Likert-scale survey administered to 350 eco-conscious FMCG consumers. Structural equation modelling (SEM) is employed to test the predictive links between green marketing, perceived price fairness, and purchase intention. Preliminary findings indicate that green marketing positively shapes consumer purchase decisions, not merely through awareness creation but through credibility, authenticity, and verifiable environmental value. Perceived price fairness is revealed as a critical mediator, demonstrating that consumers are willing to pay a premium only when environmental claims are credible, cost-transparent, and socially beneficial. Keywords: Green marketing; perceived price fairness; actual green purchase intention; sustainable consumption; eco-friendly FMCG products; consumer behavior