CONSUMER PERCEPTION TOWARDS ECO-FRIENDLY PACKAGING IN E-COMMERCE

The rapid growth of e-commerce has led to increased concerns about environmental sustainability, particularly regarding packaging waste.Eco-friendly packaging has emerged as a strategic tool for reducing carbon footprint and enhancing brand image.This study investigates consumer perception towards eco-friendly packaging in e-commerce, emphasizing awareness, preferences, and willingness to pay.A survey was conducted among 150 online shoppers in metropolitan cities, focusing on their attitudes towards recyclable, biodegradable, and reusable packaging materials.Findings reveal that consumers perceive eco-friendly packaging positively, associating it with corporate responsibility and product quality.However, cost sensitivity and lack of awareness remain barriers to its widespread acceptance.The study concludes that effective consumer education, transparent labeling, and government incentives can significantly improve adoption of sustainable packaging practices in e-commerce.