A Study On Consumer Behavior Towards Eco-Friendly Packaging

Abstract

Purpose: The purpose of this study is to examine consumer attitudes towards eco-friendly packaging and how sustainability awareness influences their purchasing decisions. As environmental concerns grow, both businesses and consumers are increasingly seeking sustainable alternatives to traditional packaging. This research focuses on key factors such as ecological knowledge, buying behaviour, willingness to pay more and aiming to understand what drives consumers to choose eco-friendly packaging. By assessing consumers' willingness to pay for sustainable packaging and identifying the perceived benefits, this study offers insights that can help businesses align their packaging strategies with consumer preferences.

Design/Methodology/Approach: This study uses primary data collected through a structured questionnaire to explore consumer attitudes toward eco-friendly packaging. The questionnaire was distributed among a diverse group of consumers. The data collected was analysed using a simple percentage method and Chi Square Test, which helped to identify key trends and patterns in consumer responses, such as the proportion of consumers willing to pay extra for eco-friendly packaging and their awareness of its environmental benefits.

Findings/Result: The study finds that many consumers are concerned about the environmental impact of packaging and prefer eco-friendly options when aware of their benefits. However, while some are willing to pay a premium for sustainable packaging, gaps remain in awareness versus actual purchasing behaviour, often due to availability.

Originality/Value:This study offers unique insights into consumer behavior toward eco- friendly packaging, emphasizing the significance of sustainability in purchasing decisions. By utilizing primary data, it highlights current trends and preferences, providing valuable implications for businesses aiming to improve their packaging strategies and strengthen customer loyalty while reducing environmental impact.

Paper Type: Empirical Research