Green Packaging and Its Influence on Sustainable Consumer Decision-Making: An Empirical Study of Consumers in Udaipur, Rajasthan

Abstract

Environmental sustainability has emerged as a critical concern for consumers, businesses, and policymakers across the globe. Green packaging has become an important strategy adopted by organizations to reduce environmental degradation and promote sustainable consumption patterns. The present study examines the influence of green packaging on sustainable consumer decision-making among consumers in Udaipur, Rajasthan. A quantitative research design was employed, and primary data were collected through a structured questionnaire administered to 293 consumers. The study investigated consumer awareness of green packaging, perceptions regarding environmentally friendly packaging attributes, and the impact of these factors on purchasing decisions. Descriptive statistics, reliability analysis, correlation analysis, chi-square tests, and regression analysis were used for data interpretation. The findings reveal that consumers possess a moderate to high level of awareness regarding green packaging and demonstrate a positive preference for environmentally sustainable products. The results further indicate a significant positive relationship between green packaging awareness, environmental concern, and sustainable consumer decision-making. The study concludes that green packaging serves as an influential determinant of consumer purchasing behaviour and can contribute significantly to sustainable consumption practices. The findings provide useful implications for marketers, manufacturers, and policymakers seeking to promote environmentally responsible consumption.