Green Packaging and Purchase Intention: An Analysis ofConsumer Perception and Loyalty

Abstract

This research paper investigates the relationship between green packaging and purchase intention, focusing on their influence on consumer perception and loyalty. In an era marked by increasing environmental consciousness, businesses are increasingly adopting sustainable practices, including the use of green packaging, to align with consumer values and enhance purchase intention. Understanding how consumers perceive green packaging and its impact on their willingness to purchase is crucial for companies seeking to establish competitive advantages in today's market. The study aims to address two primary objectives: first, to examine the relationship between consumer perceptions of green packaging and purchase intention, and second, to analyse the influence of green packaging and purchase intention on consumer loyalty towards the brand. These objectives are achieved through a comprehensive analysis of consumer preferences and behaviours related to sustainability and packaging. The research methodology involves the administration of a structured questionnaire to a diverse sample of consumers, capturing demographic information alongside perceptions of green packaging, purchase intention, and loyalty towards brands. The questionnaire items are designed to assess various dimensions, including the importance of environmentally friendly packaging in purchase decisions, perceptions of sustainability-related attributes, and the likelihood of remaining loyal to brands that prioritize green packaging. Data collected through the questionnaire are subjected to chi-square tests to uncover the underlying relationships between variables. The chi-square test explores the strength and direction of associations between different variables, shedding light on the interconnectedness of consumer preferences and attitudes towards green packaging and purchase intention. The findings of this study contribute to both theoretical understanding and practical implications for businesses operating in environmentally conscious markets. By elucidating the significance of green packaging in shaping purchase intention and consumer loyalty, businesses can formulate effective strategies to leverage sustainability as a competitive advantage. Moreover, the study offers insights into consumer behaviour dynamics, highlighting the importance of aligning brand values with consumer preferences to foster long-term relationships and brand loyalty.