EFFECT OF ENVIRONMENTAL KNOWLEDGE AND ENVIRONMENTAL REPUTATION ON CONSUMERS PURCHASE BEHAVIOUR TOWARDS RETAILERS PRACTICING SUSTAINABLE GROCERY PACKAGING.

This study examines the impact of environmental knowledge and environmental reputation on consumer purchase behavior toward grocery retailers using sustainable packaging. As environmental concerns grow, especially in urban areas like Bangalore, understanding what motivates eco-conscious purchasing becomes essential. Due to the absence of accessible consumer databases and limited cooperation from retailers, the study employed a convenience sampling method. Data was gathered through a structured questionnaire, completed by 752 consumers who actively purchase grocery items with sustainable packaging. The questionnaire measured environmental knowledge, environmental reputation, and purchase intention using a five-point Likert scale. Reliability analysis confirmed that the scales were internally consistent. Results indicated that both environmental knowledge and environmental reputation significantly influence consumers’ willingness to buy sustainably packaged products. Consumers who are more environmentally informed and who view retailers as environmentally responsible are more inclined to support those businesses. These findings highlight the importance of consumer awareness and brand reputation in promoting sustainable shopping behavior. The study offers practical insights for marketers and policymakers seeking to foster sustainable consumption. Strengthening environmental literacy and enhancing the green image of retail brands can encourage more responsible purchasing decisions. This research contributes to the growing field of sustainable consumer behavior in the retail context.