Authors: MS. K.M.S. Adhira, Dr. R. Indra
Abstract: Sustainable packaging has become an important aspect of modern business practices due to increasing environmental concerns such as plastic pollution, waste generation, and climate change. Consumers are becoming more aware of eco-friendly products and prefer brands that use recyclable, biodegradable, and reusable packaging materials. This study aims to analyse consumer perception towards sustainable packaging and its impact on purchasing decisions. The study is based on primary data collected through a structured questionnaire. The findings reveal that consumers show a positive attitude towards sustainable packaging, but factors such as cost, convenience, and awareness influence their final purchase decisions. The study highlights the need for companies to adopt sustainable packaging to improve brand image and environmental responsibility
