Green Packaging Attributes and their Role in Shaping Eco-Conscious Purchases: A Study of Generation Z Consumers in Kenya

This study investigates the impact of green packaging attributes on the purchasing behavior of Generation Z consumers in Kenya, a demographic increasingly concerned with environmental sustainability. The research examines the roles of brand visibility, environmental awareness, and engagement in shaping the preferences of young Kenyan consumers toward products with eco-friendly packaging. Using a descriptive research design, the study collected data from 150 Generation Z consumers through an electronic questionnaire. The analysis reveals significant relationships between environmental awareness, brand visibility on green packaging, and purchase behavior, with higher levels of environmental awareness and engagement leading to a greater likelihood of purchasing sustainable products. Regression analysis confirmed the significance of perception regarding packaging sustainability and the role of sustainable packaging materials in influencing purchase behavior. The findings suggest that for brands to resonate with Generation Z in Kenya, integrating green packaging into their product offerings is essential. This research provides valuable insights for companies seeking to align with the growing environmental concerns of Kenyan consumers, offering a pathway to enhance brand loyalty and consumer engagement through sustainable packaging practices.