IMPACT OF SUSTAINABLE PACKAGING ON CONSUMER PURCHASE INTENTION

Packaging is an essential part of the products we use every day; from the milk packets and toothpaste we use in the morning to the moisturizers and night creams we apply at night. Materials like polythene, glass, tin, polyvinyl, and fibre are commonly used for packaging. However, these materials contribute significantly to the waste generated, especially in a country like India, which produces 62 million tons of waste each year. This study examines the relationship between the desire to purchase sustainable packaging and characteristics such as attitude, personal norms, perceived behavioral control, and perceived environmental awareness. The theoretical underpinning was the Theory of Planned Behavior, which was expanded by adding perceived environmental knowledge and environmental concern as new components. Data were gathered from people of different ages, incomes, levels of education, and genders using a quantitative survey-based methodology. The preliminary factor analysis revealed that the intention to purchase sustainable packaging is not significantly influenced by gender or environmental concerns. The study used partial least squares-structural equation modeling (PLS-SEM) to test theories that were developed from a thorough literature review. The data analysis shows that the only factors that significantly influence consumers' inclinations to purchase sustainably packaged goods are attitudes toward sustainability, personal norms, and perceived environmental awareness. It was also found that education significantly impacts personal norms. As the world progresses towards sustainable living, it is crucial to educate others to guide their purchasing intentions towards sustainable packaging.