Green Choices: A Study of Consumer Preferences and Attitudes Towards Eco-Friendly Packaging in the Tier Three Cities of India

This study explores consumer preferences and attitudes toward eco-friendly packaging in tier-three cities of India, emphasising the role of environmental and health consciousness in shaping purchase intentions. Guided by the Theory of Planned Behaviour (TPB), the research examines the effects of attitudes, subjective norms, and perceived behavioural control on purchase intentions and actual buying behaviour related to eco-friendly packaging. A structured survey was conducted with 300 respondents, and the data were analysed using SPSS and AMOS (SEM). The results indicate that both environmental and health consciousness significantly impact consumer attitudes toward eco-friendly packaging, which in turn positively influences purchase intentions. Additionally, purchase intentions and actual buying behaviour are affected by social norms and the perceived ease of purchasing eco-friendly packaged products. The study highlights that businesses should underscore the environmental and health benefits of eco-friendly packaging to resonate with evolving consumer values in emerging markets.