Exploring Consumer Awareness and Adoption of Eco-Friendly Packaging Solutions in India
Authors:   1Assistant Professor, 2MBA, Faculty of Management Studies, CMS Business School, Jain (Deemed-to-be university), Bengaluru., M D Mohammed Sufiyan Khan 
Published: February 2025

As environmental concerns increase, companies and consumers are looking for more sustainable ways to cut down on pollution and waste. Despite being a significant substitute for conventional materials, eco-friendly packaging has not yet gained general acceptance. This study examines how consumers perceive, adopt, and are aware of eco-friendly packaging options while examining the variables that affect their choices. The study uses surveys and case studies to pinpoint important factors such perceived product quality, cost considerations, and environmental awareness. The study also looks at adoption hurdles including price sensitivity and limited availability. Businesses and legislators can use the data to improve consumer education and encourage environmentally friendly packaging. Ecofriendly packaging is becoming a viable substitute for traditional packaging considering growing environmental concerns and the pressing need for sustainable development. To clarify the elements impacting consumer decision-making, this research study uses a mixed methods approach to examine customer knowledge, attitudes, and the eventual adoption of eco-friendly packaging. To obtain detailed information on consumer views and behaviours, a quantitative survey with 70 participants from a range of demographic backgrounds was carried out in addition to qualitative focus group talks. The research indicates a notable discrepancy between real purchase behaviour and environmental consciousness. Notwithstanding the fact that most customers value sustainability and have a favourable opinion of eco-friendly packaging, real-world obstacles including increased prices, restricted supply, and worries about the convenience and quality of the products prevent widespread adoption. Clear labelling, business openness, and social impact were also found to be important determinants of customer trust and willingness to invest in sustainable alternatives. The results highlight how important it is for companies and legislators to create focused plans that not only inform customers but also deal with the financial and practical difficulties involved in switching to environmentally friendly packaging. The gap between market reality and environmental aspirations can be reduced by improving customer communication, enacting pricing incentives, and guaranteeing the steady availability of sustainable products. By providing a thorough framework that identifies the factors that encourage and hinder the adoption of eco-friendly packaging, this paper adds to the expanding corpus of research on sustainable consumption. Future study directions are also outlined, including assessments of new technologies in packaging sustainability and longitudinal studies to monitor behavioural changes over time. Eco-friendly packaging has become a keyway to cut waste and lessen ecological footprints in a time when environmental issues are getting worse and there is a growing need for sustainable practices. The intricate relationship between environmental principles, economic considerations, and product performance expectations is shown by this study, which looks at customer awareness, attitudes, and adoption behaviours regarding eco-friendly packaging.

Keywords: Eco-friendly packaging, consumer awareness, sustainable consumptio