Examining the Influence of Eco-Friendly Packaging on Consumer Perceptions

Abstract

The rising environmental challenges have spurred interest in eco-friendly product packaging, with many brands now prioritizing sustainable options. This study explores how eco-friendly packaging shapes consumer perceptions, focusing on the drivers of purchasing decisions and the role of marketing strategies. A demographic analysis highlights a strong interest from younger consumers, with a slight male majority and varied employment statuses. Using a cross-sectional research design and convenience sampling, data was collected from respondents in Kerala, a densely populated state in South India. Statistical methods, including Proportionate Analysis and Exploratory Factor Analysis (EFA) via SPSS, identified two key factors: perception and influence of eco-friendly packaging, and trust and practicality of eco-friendly packaging. This research aims to advance the understanding of consumer interest in eco-friendly packaging in the region.