PAPERS- VOLUME 2, ISSUE 2 (Sept-2017)

Eco-Friendly Packaging and Consumer Behaviour

Ms. Geeta Rani


In present marketing scenario, the study of consumer behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning. In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. The increasing internationalization and globalization of business has forced many firms to reconsider what contributes to their competitive advantage. With pollution levels increasing every year and consumers willing to make more sense in their daily consumption, packaging sustainability represents an important issue for industrials and retailers. The understanding of environmentally concerned consumer behavior is of importance to consumers, business, market place, educationists, public policy makers, thinkers and academicians. The purpose of this paper is to examine the influence of eco-friendly packaging on consumers’ responses. It defines the concept of eco-friendly packaging, and proposes a consumer-led taxonomy of its cues. In this paper, consumer environmental choice is studied by analyzing the relative importance of green packaging when compared with other relevant product attributes. .

Keywords: Consumer Behavior, Eco-friendly packaging

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