IMPACT OF ECO-FRIENDLY PACKAGING ON CONSUMER PURCHASE BEHAVIOUR OF FOOD – A STUDY ON SHOPPERS OF MUMBAI CITY

Abstract

The focus area of this study is to examine the impact and influence of eco-friendly or sustainable packaging on consumer purchase behaviour of food in the city of Mumbai. Against the backdrop of escalating environmental concerns, both companies and consumers play crucial roles in upholding and preserving environmental well-being. For the said purpose, three hypotheses were formulated and the data was collected using primary sources as well secondary sources. Utilizing Jamovi software, exploratory data analysis and descriptive analysis were conducted. The objectives included - analysis of the demographic profiles of the customers who prefer eco-friendly packaging of food, the assessment of the impact of food packaging on sustainability, and the exploration of the relationship between readiness of consumers to pay more for products with eco-friendly packaging and the frequency of choosing such products among shoppers in Mumbai. The study reveals that modern consumers firmly believe in the association between food packaging and sustainability and at the same time are ready to pay a premium for products that are packed in eco-friendly packages. This highlights a growing consumer consciousness and commitment toward environmentally responsible choices in the context of food packaging. Keywords: Eco-friendly packaging, consumer purchase behaviour, sustainability, environmental conservation.