Eco-friendly FMCG products and premiumisation purchasing habits

Armand Faganel and Maurizio Dessardo
Additional contact information
Armand Faganel: Vice-Dean and Marketing Professor, University of Primorska, Slovenia
Maurizio Dessardo: Customs Declarant, Fersped, Slovenia

Applied Marketing Analytics: The Peer-Reviewed Journal, 2024, vol. 9, issue 4, 375-386

Abstract: This paper analyses consumers' awareness using the example of fast-moving consumer goods (FMCG). In this regard, two concepts are discussed in the theoretical part: premiumisation and eco-friendly products (EFPs). The empirical part utilises two methods for collecting primary data: semi-structured interviews with representatives of two companies and a questionnaire survey for end customers. Subsequently, consumers' awareness and purchasing habits have been examined based on a large international company's FMCG products, specifically for personal hygiene, cosmetics and detergents. Management in the FMCG sector has to focus on changing consumer habits. Marketers have to be aware of the desires, trends and demands of their customers.

Keywords: eco-friendly products; EFPs; premiumisation; fast-moving consumer goods; FMCG; sales trends; awareness; consumers (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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