Green Packaging – Reflection on Consumer Product Buying towards the Path of Environmental Sustainability

Abstract

This research paper aims at identifying the consumer behaviour due to the value created by green packaging in fast moving consumer goods. The objective of estimating the green purchase behaviour based on the theory of planned behaviour had been empirically studied and analysed using factor analysis and structural equation modelling. The drastic consumer buying and discarding behaviour of fast moving consumer goods (FMCG) sachets and pouches, which are made up of plastic based flexible packaging materials ascends major source of environmental waste. Consumer willingness in understanding the burden created on the environment by such plastic based flexible packaging of fast moving consumer goods had necessitated this research work. Green packaging would certainly prove to be an innovative and creative method for a sustainable business and sustainable environment. The survey done by random sampling method from 520 Chennai consumers of Tamilnadu, India, had identified the consumer's buying behaviour due to the value creation caused by flexible packaging, its impact on environment and green packaging. The results of this study show that by capturing the benefits of green packaging, fast moving consumer products industries will translate their environmental friendly actions in to profits, considering the green consumers as potential consumers who could afford towards environmental protection by purchasing the products which used green packaging through value creation.