SUSTAINABLE PACKAGING AND CONSUMER TRUST: EXAMINING THE ROLE OF ENVIRONMENTAL BENEFITS AND BRAND COMMUNICATION IN ADOPTION INTENTIONS

As consumers become more environmentally conscious, sustainable packaging is reshaping customer attitudes and purchasing decisions. This study examines the effect of perceived environmental benefits on consumers' willingness to adopt bioplastic packaging and the effects of sustainability-focused brand communication on consumer trust. It also examines how demographic variables, including gender, age, income, and purchasing habits, influence these responses. A standardized questionnaire on a 5-point Likert scale was administered to 403 participants. Convenience sampling (voluntary response) was utilized, supported by secondary data from NITI Aayog, MoEFCC, TERI, and EY reports. The sample size was determined utilizing Cochran’s formula, ensuring adequacy at a 95% confidence level with a 5% margin of error. The statistical tools employed included simple linear regression to examine the correlation between environmental perceptions and adoption intent, and Spearman’s Rank Correlation to measure the link between brand communication and customer trust. A pilot study with 50 participants demonstrated strong internal reliability (Cronbach’s Alpha = 0.955 & 0.971). Findings reveal that higher awareness of environmental advantages significantly enhances the willingness to adopt bioplastics (B = 0.716). Transparent brand communication fosters trust (ρ = 0.549), but inadequate communication develops distrust (ρ = 0.472). Stronger preferences are demonstrated by consumers with higher incomes and those who are moderately-highly knowledgeable about bioplastics (17.6%). The study offers insights for brands and policymakers to enhance sustainability messaging and promote bioplastic adoption.