Impact of Sustainable Packaging Attributes on Customer Satisfaction Towards Green Cosmetics: Evidence from Ernakulam District

The preference of the consumers in cosmetics industry has been affected by the rise of environmental issues and the awareness of sustainable consumption. Packaging is an important aspect in the consumer evaluation of green cosmetic products and environmentally responsible packaging has become one of the most significant factors in the different sustainability initiatives. In the present study the perceptions of sustainable packaging attributes and how it affects the customer satisfaction towards green cosmetics was analyzed in the context of Ernakulam District. The technique adopted was quantitative while the data was obtained from 300 secondary markets of green cosmetic products by using an enquiry form. Collected responses were processed before they were analysed using SPSS software with the use of descriptive statistics, reliability test, correlation and simple linear regression analysis.Reliability analysis showed that the measurement scales had statistically sound consistency internal, indicated by alpha Cronbach's of 0.870 and 0.896 in the measurement scales of Sustainable Packaging Attributes and Customer Satisfaction, respectively. All of these observations indicated promising consumer attitudes towards green packaging use and the capacity of packages to be recycled, biodegradable, re-used and made out of a sustainable packaging material The correlation results showed that there was a significant positive correlation between sustainable packaging characteristics on customer satisfaction (r = 0.748; p < 0.001). The results of the regression analysis also revealed that the the sustainable packaging attributes are significant in determining customer satisfaction. The standardized coefficient value for the model was 0.748 and the p value was 0.001 indicating high significance of the model. Further, the R-squared value R² = 0.560 indicated that the factors of sustainable packaging explain 56.0 per cent of the variance in the level of customer satisfaction.Sustainable packaging is identified as a big factor in customer satisfaction for green cosmetics, concluded the study. The outcome highlights the need to integrate environmental responsible packaging for the development and marketing of products in order to increase consumer satisfaction and promote a sustainable business growth. Keywords: Sustainable Packaging Attributes, Customer Satisfaction, Green Cosmetics, Sustainable Consumption, Consumer Behaviour, Environmental Sustainability, Green Marketing, Ernakulam District.