CONSUMER BUYING BEHAVIOUR TOWARD CARBON LABELLING (FMCG) IN TESCO SUPERMARKET

Climate change is one of the environmental issue that we are facings it and carbon label is one of the eco ?practice or initiative taken by Tesco in order to tackle it or reduce it. Consumer buying behaviour on carbon label product in Tesco supermarket is very much critical and depend upon lots of attribute and factors .The carbon label product and non carbon label products both have some feature that differ them with each other ,Customers knowledge about these products and differentiate them on the shelf is very much important .Tesco market strategies in order to make carbon label more efficient in the market so that Tesco can make a competitive edge form other retail companies .This also discuss the various factor or strategies Tesco use to drive customer in the shop .Carbon label product encourage the sustainable consumptions or green living but also faces some concerns like low availability , high cost during estimation ,low impact value on customer , less visibility of logo and confusing or information about label that can’t able to aware them about such product .My study revolve around all these issues and aim and objectives to find the consumer behaviour regarding the carbon and non carbon label product in Tesco and also the motivating factor and the market strategies by Tesco developed in consumers to buy such product in the shop .This also discuss the limitation, issues and concern in the carbon label products . The research is taken under full consideration of ethical values and also questionnaire that is taken revolves around my aim and objective and testifies my hypothesis that I have taken. Quantitative analysis is used in this research and all the tools and techniques the way Iconducted my research is explain in methodology