“A Study on Perception of FMCG Sector in India towards Sustainable Marketing Practices”

Abstract

The definitions of sustainability are many, and according to Martin and Schouten (2012) “the capability of a system to
maintain or repair itself perpetually” . The Brundtland Commission 1987, defines it, “In order for development to be
sustainable, it must meet the needs of the present without compromising the ability of future generations to meet their own
needs”. Martin D and Schouten .J (2012) define Sustainable Marketing as “the practice of creating, communicating and
delivering value to customers in such a way that both natural and human capital are conserved or improved throughout”.
Sustainable Marketing is constituted on three dimensions: Environmental, Social and Economic. Sustainable Marketing has two
main objectives, firstly marketing in a sustainable manner which an inward looking function of the organization, which ensures
all the processes are environmentally and socially benign. Secondly, Sustainable marketing means marketing sustainability
which is outward function to help bring about a society in which striving for sustainability is the norm. This study, tries to find
out sound sustainable marketing practices necessary for sustainable achievement.
The purpose of selecting FMCG sector was they are the fourth largest contributor to our GDP. Their success, depend
upon the changing business landscape and the challenges it offers. FMCG connect the supplier of raw materials, manufacturing,
logistics, warehousing, retailers and customers .They link the entire value chain. Sustainable marketing practices can take place
across all the activities of the value chain. The researcher through this study is attempting to find out, the perception of the
FMCG business organizations. Are the FMCG sector organizations really concerned about the environmental, social and
economic quality of the country? Do they feel that by implementing sustainable marketing will improve the competitive
advantage of the organization? Do implementing sustainable marketing practices help in creating positive attitude for the
organization in the minds of the consumers? An extensive literature review was done, to set three hypotheses. The primary
data was collected through a structured questionnaire and semi structured interview with senior marketing professionals from
the industry. Concurrent triangulation method was used to analyze the data and arrive at findings and conclusions .The
hypotheses were tested by using parametric tests. The FMCG sector believes that in a resource strained planet sustainability
and sustainable marketing practices is the only panacea for the planet to become sustainable. The organizations irrespective of
their turnover had shown commitment towards sustainability. The organizations have shown voluntary initiatives and had been
exemplary in their duty towards community development.