Article :Does Green packaging influence consumer Purchase Decision?

Green Packaging

• Green packaging is the use of manufacturing methods and materials for packaging of goods that has low impact on the environment and energy consumption. In other words, sustainable packaging uses environmentally-sensitive methods, including energy efficiency, recyclable and biodegradable materials, down-gauging, reusability and much more. A great deal of energy is used in the production of traditional packaging such as plastics, corrugated boxes, plastic bags, and other packaging. Most often, the source of that energy is fossil fuels that add millions of metric tons of carbon dioxide and methane into the atmosphere per year while discarded conventional packaging ends up in landfills or oceans causing soil, water, and plant contamination. By using sustainable packaging, manufacturers and consumers can eliminate these contaminants that destroy the atmosphere, soil and water of our planet. This can be done via use of lowering packaging content, creation of recyclable or biodegradable packaging, and use of alternative energy means such as wind, solar and bio fuels in the production and transport of the packaging. Plastics made from polyethylene are among the most widely used packaging today and among the greatest threat to our environment. Increasingly, manufacturers are utilizing recycled, recyclable and minimalist packaging wherever appropriate. Biodegradable plastics are also in use with mixes of plant-based plastics that replace some or most of the non-renewable petroleum or fossil-based resources used in conventional PET plastic (A type of plastic resin widely used in plastic bottles).

• With increasing demand from the beverage industry, the global green packaging market is expected to grow at a rate of 7.84% from 2014-2019, says research firm TechNavio in its new report, “Global Green Packaging Market 2015-2019.” According to the report, the food and beverage industry is the largest consumer of green packaging materials. As demand for eco-friendly packaging materials increases, manufacturers of food and beverage products have started developing green products to preserve food and its nutritional value.“Companies like Cadbury, Coca-Cola, ConAgra Foods, Nestlé, and PepsiCo use sustainable packaging materials, which gives them a competitive advantage over other market players,” says Faisal Ghaus, Vice President of TechNavio. 

•  It has been established that consumers do value environment friendly and ethical products. Consumer experience is a key trend driving the innovation in the beverage packaging sector. The modern-day consumer is not merely content with an impressive design; he desires enhanced functionality, with sustainability being a key focus. Consumer preference for sustainable products can be gauged from Asia Pulp & Paper’s (APP) survey which found that nearly 42% of respondents were willing to pay more for such packaging. The sustainability trend is expected to become more pronounced in the near future, as discussions on climate control and global warming become more mainstream. More brands will join the organic bandwagon, whereas those who are already doing it are expected to innovate in style and design
• This study intends to explore the behavioral change in beverage consumption due to green packaging by demographic factors like age, education level, family income, and monthly expenditure. Green packaging did not lead to a high level of interest among respondents. Overall, the Green packaging by itself has shown to be a weak element to influence consumers’ buying decision in the beverage industry. Even the most environment-friendly consumers do not choose products merely on the basis of their environmental aspects. However, in the study, it is found that price has a significant influence to consumer for choosing a beverage.
• The aim of the study to evaluate the extent to which consumers value environment-friendly labeled packaging for beverage compared with other characteristics. The survey shows that about (65%) have strong choice in favour of green packaging; however a significant change is also noticed for green packaging as the consumers believe green packaging may be the new trend for 21st century. Green Packaging is also given importance by both genders, all age and area, and the reason “environmental friendly” comes first mostly at all times.