Role of Environmental Consciousness in Influencing Consumer Purchase Decisions towards Green Packaging: An Empirical and Theoretical Exploration

Abstract

The environmental awareness has also become the most important factor influencing the present consumer behavior, in particular as regards the sustainability issues of consumption and desire of sustainable packaging. Due to the growing fears about climate change, plastic waste, and scarcity of resources, buyers are increasingly questioning their actions by matching their purchasing models to environmentally friendly standards. As suggested in the article, the role of environmental consciousness as a price to be paid in making consumer purchases of green packaging is ascertained, with particular reference being paid to the psychological variables which can dominate this field, i.e. the three key dimensions, cognitive awareness, psychological concern and behavioral intention. It focuses on the way in which educated customers are gaining a taste about sustainable options can be also emotionally motivated by moral considerations and show the readiness to contribute to premium price to buy the products packed sustainably. Also, the perceived product value, peer influence, and the role that social norms have in strengthening green choices are explored in the study. Nevertheless, green-washing, increased prices, unavailability, and a lack of information remains a barrier to uptake. New tendencies, such as smart packaging, compostable technologies and consumer activism, indicate that the corporate behavior is going to change dynamically. The results enforce the increased importance of the environment as a driver and a market, defining the future of eco-friendly packaging and responsible consumption.