MODERATION OF CONSUMERS' CONFUSION IN THE ATYPICALITY OF PACKAGING DESIGN THROUGH THE USE OF E-LABELING TOWARDS SUSTAINABLE CONSUMPTION

This study aims to explore how e-labelling can moderate consumer confusion caused by atypical packaging designs, thereby promoting sustainable consumption. The pursuit of sustainability in product packaging has prompted the quest for exploration of various innovative approach to reduce environmental impact while maintaining user friendly interface for consumers. Utilizing a literature review to establish the theoretical framework, the research employs focus groups and Delphi techniques for data collection. The focus groups, comprising diverse consumer segments from Akure, Nigeria. The Delphi technique engages a panel of experts, including brand managers, marketers, and packaging designers, to achieve a consensus on the efficacy of e-labelling in mitigating confusion. Findings from the literature review suggest that clear and informative e-labels can significantly enhance product identification and reduce confusion. Focus group discussions reveal that consumers are receptive to e-labels, appreciating the additional information that aids in quick and accurate product recognition. The findings of the study shows that e-labelling will enable circular economy and environmental sustainability by preventing material waste. it may help reuse of product package as well as encourage recycling through education that can be provided. Also, e-labelling is considered preferable because it will enable comprehensive product packaging design due to its adaptation for multilingual content and real time update. In conclusion, the integration of e-labelling into sustainable packaging design represents a promising avenue for reducing environmental impact, enhance consumer engagement and drive innovation in the packaging industry. The Delphi panel supports these findings, emphasizing the role of e-labels in fostering sustainable consumption by reducing waste and promoting informed purchasing decisions. This study contributes to the body of knowledge on sustainable packaging practices and offers practical implications for stakeholders. By demonstrating the potential of e-labelling to alleviate consumer confusion, the research provides a pathway towards more sustainable consumption patterns in Akure, Nigeria.