Sustainability and Influencer Marketing: Measuring the Gap Between Consumer Attitudes and Purchase Behavior

Sustainability movement has started in many parts of the world in 1987. Consumer habits seems to be a major cause of sustainable aim and environmental issues. Research on sustainable consumption indicated that consumers' attitudes and behaviour must change to attain sustainable lives. Therefore, this work addresses two main research problem of examining the elements that influence urban consumers' sustainable Fast moving consumer goods purchases and to quickly describe the situational circumstances that duplicate attitudinal Sustainable values in real purchase behaviour. For the study the data of 4735 FMCG customers residing at 5 selected districts (includes Jodhpur, Udaipur, Jaipur, Bikaner and Kota) of Rajasthan state were gathered. The results with Friedman Test results and Paired Samples Test revealed that the better purchase behaviour and factors explaining Sustainable consumption have high probability to predict actual purchasing behaviour for FMCG products.