The effect of green packaging on consumers buying behavior
The effect of green packaging on consumers buying behavior

Summary/Abstract: Environmentally conscious packaging is an important instrument for developing andconveying brand equity, gaining an edge in the marketplace, and shaping consumer buyingbehavior. It's crucial to keep in mind, though, that contemporary consumers expectenvironmentally friendly packaging because they are becoming more aware of environmentalprotection issues. The purpose of the study is to investigate how consumer buying behaviorsare impacted by green packaging in relation to environmental consciousness and sustainability.In particular, the study aims to comprehend how customers view and value eco-friendlypackaging materials, such as recyclable or biodegradable substitutes, and how these viewsaffect their purchase choices. Consequently, two hundred and seventy nine (279) questionnaireswere administered to the respondents, out of which two hundred and seventy (270) wereproperly filled and retrieved. Data obtained from the study respondents were analyzed usingcorrelation and regression analysis. The findings of the study unveiled that there is a positiveand significant effect of green packaging on consumer buying behavior. Based on the findings,it was recommended that firms should create product packaging that can easily decompose tolessen the environmental harm that packaging does.

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