International Journal of Management, IT & Engineering Vol. 8 Issue 2, February 2018, ISSN: 2249-0558 Impact Factor: 7.119 Journal Homepage: http://www.ijmra.us , Email: editorijmie@gmail.com Double-Blind Peer Reviewed Refereed Open Access International Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage as well as in Cabell‟s Directories of Publishing Opportunities, U.S.A 24 International journal of Management, IT and Engineering http://www.ijmra.us , Email: editorijmie@gmail.com A Review on ConsumeRs’ peRCeption towARds Eco-Friendly Fmcg Products In Ahmedabad Maulik K Rathod  Abstract Consumer behavior plays a huge role in the marketing of fast moving consumer goods. The behavior is generally influenced by numerous factors. In the current era of globalization, there is rapid change in the needs and wants of the consumers. The fast moving consumer goods (FMCG) sector has significant contributions to the overall growth of the GDP of India. Hence, it is essential to identify the consumer perception towards the FMCG products. This paper offers a review of the consumers‟ perception towards eco-friendly FMCG Products in Ahmedabad. The paper has provided a review of the perception of the consumers from the beginning to current period; literature review of study of consumer perception of FMCG products; literature review of study of consumer perception of ecofriendly FMCG products across the whole world; India; Gujrat and the city of Ahmadabad. Some of the main objectives of the review generally include determining awareness and pro- environmental concern of Consumers; to study the perception of consumers towards eco-friendly FMCG products and its impact on purchasing decision of consumers; to assess the factors responsible for the gaps in adoption and expectation to adopt eco-friendly FMCG products; to identify obstacles that respondents perceive to come in the way of adopting green lifestyle and also to suggest various kinds of measures that meet customer‟s expectations and enhance adoptability of eco- friendly FMCG products. Keywords: FMCG; Consumer perception; Third keyword; Eco-friendly; Marketing.  Research Scholar, Rai University Ahmedabad