Investigating the Determinants and Consumer Preferences of Sustainable Consumption and Production Adoption Among Fast-Moving Consumer Goods Manufacturers

Abstract

Purpose: This research investigates how producers of fast-moving consumer goods (FMCG) in Karachi, Pakistan, embrace sustainable manufacturing and consumption practices.

Study design/methodology/approach: This study employed a mixed research design, incorporating both qualitative and quantitative approaches. The primary method of data collecting utilised in this study was semi-structured interviews. The survey sampled 11 FMCG manufacturers, and the data were analysed using thematic analysis.

Findings: The research revealed that economic variables were crucial in adopting sustainable consumption and production (SCP) practices among Karachi’s FMCG businesses. The economic reasons were motivated by the notion that adopting sustainable practices could result in financial benefits and enhanced market competitiveness. The research additionally discovered that consumer preferences were pivotal in stimulating sustainable practices within the FMCG business. Manufacturers indicated that adopting sustainable products and packaging was driven mainly by consumer demand.

Originality/value: This study contributes to the literature on SCP within the FMCG business. It offers valuable insights into the factors influencing sustainable practices and customer preferences. This study emphasises the importance of economic, social, and environmental aspects in fostering sustainable practices within the FMCG industry, specifically focusing on developing nation environments such as Karachi. This study’s findings can contribute valuable insights for policy formulation and decision-making processes about SCP within Karachi’s FMCG business and other similar contexts.

Citation

Hussain, Z. and Khan, A. (2024), "Investigating the Determinants and Consumer Preferences of Sustainable Consumption and Production Adoption Among Fast-Moving Consumer Goods Manufacturers", Sharma, R., Bhardwaj, I., Grima, S., Sachdeva, T., Sood, K. and Özen, E. (Ed.) Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing (Contemporary Studies in Economic and Financial Analysis, Vol. 113A), Emerald Publishing Limited, Leeds, pp. 79-92. https://doi.org/10.1108/S1569-37592024000113A005