Navigating the green shift: An analytical study of consumer behaviour towards eco-friendly packaging in Coimbatore city

This study investigates the Indian market’s consumer preferences and awareness regarding eco-friendly packaging materials. The primary objective of eco-friendly packaging is to minimize pollution even after its useful life has ended. On the other hand, sustainable packaging has a broad scope, considering the entire life cycle to ensure socioeconomic socioeconomic and environmental sustainability. Although eco-friendly packaging is becoming increasingly important, research has been conducted on Indian consumers' preferences and awareness, particularly regarding the barriers to adoption and the variables that influence it. This article focuses on consumers' constraints and factors influencing purchase decisions and interests across different product categories through convenience sampling of 200 respondents. Four major factors that influenced preferences were identified by factor analysis: consumer awareness and social influence, consumer well-being and accessibility, consumer purchase driver factors and corporate reputation and ethical factors. The major hindrance to adoption was found to be price, followed by issues with durability and limited usefulness. The results inferred that, particularly for food and beverage consumers are becoming more conscious and inclined towards eco-friendly packaging materials. Businesses, lawmakers and marketers can use these insightful findings to establish strategies that effectively encourage the adoption of eco-friendly packaging.