The Impact of Green Marketing Communication on Myanmar Consumer’s Purchase Decision – FMCG Industry

Abstract

Growing environmental consciousness had significantly increased consumer preference for eco-friendly options, yet their adoption in Myanmar remains limited despite green marketing's main-stream status. To address this, the study aimed to identify which of the green marketing communica-tion strategies are the most effective in persuading consumers to purchase sustainable products, par-ticularly in the Myanmar FMCG industry. A thorough review of academic literature provided in-depth understanding to inform the study's hypotheses. Survey data from 129 Myanmar FMCG consumers, collected in April 2025, were analyzed to assess the impact of four green marketing communication initiatives, such as, Packaging, Ecolabeling, ATL Advertising, and BTL Advertising on consumer purchase decisions. Descriptive statistics and multiple regression analysis were utilized to explore how a single dependent variable is influenced by multiple independent variables. The results indicated that all four independent variables had a significant influence on consumer pur-chase decisions, with Eco-labeling being the most influential on consumer purchasing choices among the strategies examined. In addition, while eco-labels are encouraging, consumers don’t always priori-tize purchasing them and further research is needed to bridge this attitude-behavior gap. The findings contributed to the growing understanding of how green marketing communication initiatives influ-ence consumer purchase decisions in emerging markets like Myanmar. At the same time, valuable insights into effective strategies for marketers to promote their sustainable products as well as to connect with environmentally conscious consumers were provided.