The Impacts Of Eco-Friendly Fast Moving Consumer Goods (FMCG) Features On The Intention To Buy - A Case Study Of Unilever Products

Abstract

Vietnam is a country with high levels of pollution and fast-moving consumer goods have a strong impact on this problem. Therefore, this study aims to explore the factors affecting Vietnamese people's attitudes and consumption behaviors towards environmentally friendly FMCG products and a case study of Unilever's products. Applying qualitative analysis methods, the researcher collected 300 valid respondents through an online questionnaire using a convenience sampling method. The data were then analyzed using SPSS and AMOS software. Research proves that promotion programs and Corporate Social Responsibility activities have a strong impact on customers' attitudes towards environmentally friendly FMCG products. And from the attitude that positively promotes the consumer behavior of those products. In addition, this study also helps us to better understand the needs and thoughts of customers about environmentally friendly FMCG products; the internal and external factors affecting customer behavior.