Psychology of packaging: an exploratory study of sustainability, economic value, emotional branding and consumer well-being

Abstract With the global shift towards sustainable development, responsible consumption and production has gained centre stage for emerging businesses. Organizations are adopting sustainable practices as a result of environmental degradation. With the increasing environmental concerns, the market of sustainable packaging is gaining traction and has become a new market opportunity, with prospects for innovation combining technology and design. Research shows consumers are willing to pay more for sustainable packaging, however the value for money aspect of sustainable packaging has not been adequately explored in the Indian market. Evidence also suggests that emotional branding plays a role in consumers’ purchase decisions regarding sustainable packaging. This research explores how economic value or emotional value influence consumer perception of sustainable packaging. Drawing on a mixed methods approach, data was collected from 200 consumers, using purposive sampling, by employing the Emotional Brand Attachment Scale and a self-constructed Sustainability Scale. Furthermore, a focus group discussion with picture analysis was utilized to uncover insights into consumer perception. The findings revealed consumers consider both economic value and emotional value when making sustainable purchases, highlighting consumer perception and decisions towards sustainable packaging. These findings underscore the role of value for money and emotional branding in influencing consumer perceptions and provides businesses and marketers a roadmap to align their values and goals with these. The study offers valuable insights to emerging business models, innovators and small business owners to design sustainable packaging using eco-friendly materials and recycled materials to create meaningful impact.