Sustainability Meets Affordability: Consumer Insights into Packaging Innovation

Abstract

Our Primary research focus is to examine the consumer perception towards green packaging or sustainability packaging towards environmental consciousness. The main key dimensions in this research paper are consumer awareness, attitudes towards green packaging, environmental concern, product quality and willingness to pay regarding the behavioural habits of a consumer. A quantitative cross-sectional design was used in our research methodology chapter in this paper. Our research paper was based on a Primary data survey and on the basis of structured questionnaires which were distributed among diverse respondents. As a part of data analysis, there were several statistical tests performed, like Reliability testing, Normality testing, Factor Analysis and Correlation analysis. Reliability testing was performed because of the internal consistency of the data.

 Factor analysis was done because of the construct validity of our study. Normality testing was done to check the asymmetrical distribution of data. Correlation analysis was done due to the interconnectedness of variables in our study. From the data analysis, it can be observed that awareness is moderate, as many consumers usually go with sustainability packaging, but mainly, that is recycling in nature. As is concerned with consumers’ attitude that is positive towards eco-friendly packaging but there is a lack of perceived product quality and a lack of innovation in product features. As per environmental concern, that is the strongest acceptance towards ecological value, but shaping consumer preferences more than awareness alone in this context. But as a major concern, the willingness-to-pay construct is limited in economic value and reality with respect to packaging value. In light of the above, we can say that multiple dimensions related to consumers' perceptions are integrated into a single holistic framework category. Our study may provide practical guidance and policy measurement to the business and legal framework. Our study highlights affordability, quality and ecological responsibility in this scenario.