A Study on Effects of product packaging in consumer buying process

Submitted to
Indus Institute of Management Studies
Indus University
Under the Guidance of
Drishti Shah
In Partial Fulfillment of the Requirement of the Award of the
Degree of
Integrated MBA
Offered By
Indus University
Ahmedabad

Prepared by:
PALAK KHANDELWAL
(IU1884000024)
MUSKAN GAUR
(IU1884000024)
IMBA (Semester- VI)
ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my respected guide Pro. Drishti for her
enthusiasm, patience, insightful comments, helpful information, and unceasing ideas that
have helped tremendously at all times in research and writing of this thesis. as well as our
Indus University, who gave us the golden opportunity to do this wonderful project on the
topic. A Study on Effects of Product Packaging in the Consumer buying Process. Which also
helped me in doing a lot of Research and I came to know about many new things.

I am really thankful to them.

Secondly we made this project not only for the marks but to also increase my knowledge.

ONCE AGAIN THANKS TO ALL OF THEM THOSE WHO HELPED US.

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TABLE OF CONTENT

Sr Content Page

1 Acknowledgement 1

2 Introduction 3-5

3 Literature Review 6-9

4 Research Objective 9

5 Methodology 10

6 Secondary Data 10-15

7 Primary Data 16-25

8 Conclusion 25-26

9 References

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INTRODUCTION

Buying behavior is the decision which consumer makes while buying any product according
to their preference which influences consumers to buy what they need.

The ultimate goal of the firm is to attract consumers to buy the product. A firm needs to
understand the consumer behaviour to sustain in the industry. The firm needs to analyse:

● Buyers' reactions to a firm's marketing strategy.

● The Firm needs to have a Strong Marketing mix that satisfies consumer needs and
wants.
● Marketers can better predict how consumers will respond to marketing strategies.

6 Stages of Consumer Buying Behaviour

1. Problem Recognition: The customers need to know their requirements

and needs, what they wish for and what they want. Is there any need for the
product?

While window shopping a couple was looking for maggi and saw that there
are multiple varieties of noodles as an option and wanted to try something
new because they are bored with the Nestle maggi.

2. Information Search: There are two types of information search Internal

and External.

Internal(memory) search where the couple released about the Ching's

Advertisement of Ranveer Singh.
External Information where the couple asked about the reviews from the
salesman about the best noodles. Marketer dominated sources; comparison
shopping; public sources etc.
A successful information search leaves a buyer with possible alternatives, the
evoked set.

3. Evaluation of the Alternatives: Need to have a range of what qualities a

product satisfies the needs it may have: Features, Quantity, Price, Taste,
Ratings, Brand Name etc. Information from different sources may be
treated differently. Marketers try to influence by "framing" alternatives.

4. Purchase Decision: Choosing buying alternative after evaluating all the

alternatives based on Product, package, storage etc.

The couple decided to buy Chings manchurian noodles which is very

Different from all the other alternatives and satisfy the needs.

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 5. Purchase: The action of buying Chings Manchurian noodles.

6. Post-Purchase Evaluation: After consuming the product where the

consumers are satisfied or dissatisfied with the product. Was it worth it?
Cognitive Dissonance, have the consumer made the right decision. All
these answers can be solved through Sales communication.

Categories that affect Consumer buying Behaviour

A consumer's decision is based on a lot of factors: Age, Gender, Education, Occupation,
Lifestyle, Economical Status, Behaviour, Attitudes, Likes-dislikes etc. Consumers'
perspectives change through time and experiences.
Major factors that influence Consumer buying behavior are:

1. Psychological: A self reflective perspective, attitude, motive, belief, trust, Safety,

self-actualization.
Need to determine the need and awareness of Maslow hierarchy a consumer needs
to determine the motive of buying a product.

2. Personal: Every consumer is unique in their own way, that’s why their need and
demand are different from each other. Similarly consumers age, Gender, education,
occupation demographic location, Lifestyle, personal-experience, attitude are also
different which impact consumer buying behavior.

3. Social: Consumer buying behaviour is also influenced by family, relatives, friends,

society etc. The consumers also want to be in trend and follow what society is
accepting. These are the factors that motivate consumers to adopt things.

4. Cultural: Refers to the values that consumers are believing. Not every product is
accepted by the culture the marketer's job is to change their perspective towards it
and make consumers adopt the product. Culture defines what language they
speak. What clothes they wear, what food they eat, what kind of education they
have. Culture defines what consumers buy, when they buy, what they buy.

For decades Firms are trying to understand what attracts consumers the most. Packaging is
the major attribute of a product that attracts consumers. Firms are trying to be more creative
and advanced to improvise packaging. Packaging makes products more attractive,
innovative and informative, which attracts consumers by it’s design, color, size, content etc.
Packaging has become essential because of the rising standard of health and sanitation
with minimum touch of humans. People will always prefer packaged goods over loose
products with less chance of adulteration in packed products. Packaging plays a major role
in the consumer behavior process. Packing is the only one-way communication that a
company has with consumers. Packaging is the first and the last to communicate with the
consumers directly. Packaging is like a salesman who does not speak or hear anything, all
the information that is required for consumers is available on paket.

Labelling is the identification of the brand which is very attractive and has every single
information written on it starting from the name of the product, size,weight to how to use it,
about ingredients etc. All the statutory information and warning that a consumer's needs to

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know are printed on the packaging. Labelling is very attractive with its unique color, texture
which excite customers to buy it.

As retail sales are growing rapidly after COVID-19 pandemic all the consumers all around
the world are trying to be more digital. Companies are also making their efforts to be digitally
present and enhance their packaging. The major concern about companies like Amazon
and flipkart is the breakage. In every level of packaging primary,secondary or transportation
packaging are usually made up of plastics which harm the environment. Initially E-
commerce companies used to use plastics as a main component in packaging, but after PM
Narendra modi started a campaign of Plastic free India. Research shows how Millennials
and GenZ are more curious about environment friendly packaging and want sustainable
products and are ready to spend more on such products.The companies are trying to have a
more durable design for packaging which does not cause any damage to the product as well
as the environment. The companies are trying to be more eco-friendly.

The research focuses on how packaging influences consumer behaviour and how
companies are evolving with current trends, policies and wants of the customers. The
research enmaytes how product design, material affect consumer buying behavior.

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LITERATURE REVIEW

The science on front-of-package food labels- Kristy L Hawley, Christina A Roberto, Marie
ABragg, Peggy J Liu, Marlene B Schwartz and Kelly D Brownell Published online by
Cambridge University Press: 22 March 2012

Consumer preferences for label elements on food products was focused on various groups
inUSA, Germany, France, UK and Netherlands. The result shows how different
demographics affect consumer preference while buying a product. The Age factor above 50
years of age,obese and those with diet-related health problems expressed the need for a
Front ofpackaging. How your small fonts on products are not easily understood by those
people who are wearing glasses. The research also suggested how uniform Labelling but
difference in demographic impacts, Needs and even income will be hard to specify for every
product labelling. Before publishing any labelling on the product, A particular demographic
group should review it first so that companies get more perspective while deciding it’s
packaging of the product.

The Role of Packaging in Brand Communication- Arun Kumar Agariya, Ankur Johari,
Hitesh

K Sharma, Udit N S Chandraul, Deepali Singh International Journal of Scientific &

Engineering Research, Volume 3, Issue 2, February -2012

In this research paper it is well explained how packaging plays a major role in brand
marketing, how it is the only way to communicate with consumers. Packaging is the most
important part of the marketing mix. Packaging is recognized as an integral part of modern
marketing operation, which embraces all phases of activities involved in the transfer of
goods and services from the manufacturer to the consumer. Packaging is an important part
of the branding process as it plays a role in communicating the image and identity of a
company. The impact of packaging attributes such as Brand image, Brand Logo, Design,
colour, size fonts make its packaging attractive which comes under the eyes of buyer
attention.

Various Green Marketing Variables and Their Effects on Consumers‟ Buying

Behaviour for Green Products- Dr. Meghna Sharma, Prachi Trivedi

Published by Amity University: I, January 2016

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Green Marketing variables is a change which is much needed for the environment as well for
the manufacturers. Change in time and technology people are moving towards green
marketing which also affects consumer buying behaviour. But as per the research indicates it
is 50-50 ratio where consumer do want to buy green products as is eco-friendly while others
i think it gets costlier. While buying Green Products Demographic factors like age, Gender,
income and education have more impact on decision making for adopting green products.

Relationship between Packaging and Consumers buying behaviour- Harinderpal

Singh -

Assistant professor, Trai Shatabdi Guru Gobind Singh Khalsa College, Amritsar, India Issued
5, May 2016

Packaging is the most critical part of the marketing mix. Packaging should evolve the quality
of their packages in order to explore all the opportunities accrued to packaging concept
through policy formulation and implementation. Packaging colour, fonts, size make it more
attractive and packaging should be neat and clean. Poor packaging does not make a good
impression in the eyes of consumers. Packaging is the first and the last impression on the
consumers in the decision making process.

Does Packaging Influence Purchase Decisions Of Food Products? A Study Of Young

Consumer In India- Sanjeev Kapoor, Indian Institute of Management, Lucknow Niraj Kumar,

Development Management Institute Issue 3, 2019

The research paper highlights the evaluation of packaging and how youngsters feel about
packaging food products and how it influences purchase choices. The paper claims that
non-vegetarian consumers are more concerned with environmental issues than vegetarian
consumers. The findings of the study reflect the preferences of young consumers who are
crucial today and will be more in the next few years. Industries dealing with packaging,
marketing and communication strategies of food products should find the results of the study
useful.

Role of Packaging on Consumer Buying Behavior (Patan district) –

Mr. Mitul M. Deliya, Mr. Bhavesh J. Parmar, Published by Global Journal of Management
and Business/Articles on 10th June 2012.

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This paper studied role of packaging on consumer buying behaviour and relationship
between dependent and independent variable in packaging and consumer buying
behaviour.The consumer buying behavior is dependent on the packaging and on its features
like Packaging color, Background Image, Packaging Material, Font Style, Design of wrapper,
Printed Information and Innovation all this are independent variables which affect consumer
buying behavior at point of sale and making a purchase decision. Moreover the impact of
packaging elements depends on consumer involvement level, time pressure and individual
characteristics. visual elements of packages have a relatively stronger influence on
consumer’s purchasing in “low involvement”, and in opposite to those who are in the level
of “high involvement”. Culture difference does have an impact on companies’ initiatives to
design the product package, for instance. There is a positive thinking and relation about
well-designed packages that shows high product quality.

Understanding the buying behaviour of young consumers regarding packaging

attributes and labels - Aday and Yener on 7th may 2014

An analysis of this research revealed that consumers are highly attracted by products that
are packaged in glass material due to their transparent and healthy nature. On the other
hand plastic and paperboard packaging were preferred since they are easy to use.
Consumers also checked the information on the label but they claimed that it was not easy
to understand. Other things that they looked at were the manufacture date, the date of
expiry and ingredients. In the study, it was also noted that female consumers focused on the
fat content of food products while the male consumers were concerned with the protein
content.

Packaging and purchase decisions An exploratory study on the impact of

involvement level and time pressure - Pinya Silayoi, Mark Speece Published by British
food journal on 1st august 2004

This paper has focused on how consumer involvement level and time pressure impact on
packaging and making a purchase decision. It studied that attractive packaging generates
consumer attention by breaking through the competitive clutter and Time pressure changes
how much a consumer is involved in products at the point of sale, partly by reducing ability to
give attention to informational elements so marketers must know to communicate effectively
through the package. The visual elements, graphics and size/shape, positively influence
choice more in the low involvement situation, while informational elements tend to play a key
role in higher involvement decision making.

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The Psychology of Colour Influences Consumers’ Buying Behaviour –A Diagnostic
Study By J Suresh Kumar published on 1st October 2017

The research found that colour preferences vary depending on age and gender. It reveals
that76% of women prefer cool colours compared to 56% of men. There is no universal
colour scheme as Colours possess a multitude of meanings depending on the cultural
context. Colour trends are not permanent and can fluctuate over a period of time.
Businessmen invest sufficient time in selecting colours that reflect the values of the company
and preferences of the target audience. This results in increased sales, brand recognition
and consumer loyalty. Product packaging, branding, and consumer operate on different
psychological principles where colour plays a big role in maximising success

Preference for green packaging in consumer product choices – Do consumers care?

By Joonas Rokka Liisa Uusitalo on 13 August 2008

This study estimated the willingness of consumers to contribute to the environment. The
findings showed how consumer groups had a substantially different order of preferences for
attributes in a realistic choice context – although the general attitudes towards
environment-friendly packaging were equally positive among consumers. In the study
environmental packaging was given importance among other attributes like price, brand and
convenience by consumers. They studied the background of socially responsible consumers
who had some demographic characteristics– being highly educated and knowledgeable
consumers, with relatively high income, and more likely to be female and younger.

RESEARCH OBJECTIVES

● The objective of this research is to determine the role of packaging elements in

the consumers buying behavior.
● To find out consumer’s behavior concerning sustainable packaging.
● To identify the elements of packaging, which should be highlighted to attract
consumers.
● Packaging evaluation in the Digital era.

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 METHODOLOGY

In order to know the perception of Consumers towards packaging a survey was

conducted on the sample size of 103 people all from different backgrounds. Apart
from surveys we also read a lot of articles and blogs on the related issue. Part A of
the questionnaire was respondent's personal details which are Name, Age, Gender
and occupation. Part B of the questionnaire was about the attributes towards the
packaging which attracts consumers. Part C aims to collect data on sustainability.
Last Part D aims to collect the data how Respondents shift to another new brand
which they have never tried before.

ANALYSIS OF SECONDARY DATA

(a) Theoretical frame-work focuses on the relationship between the dependent and
independent variables. Dependent variable in case of a comparative study is the one
which we aim to predict and independent variables here are the ones used to predict the
dependent variable.

What is packaging? Packaging can be defined quite simply as an extrinsic element of the
product, an attribute that is related to the product but does not form part of the physical
product itself. Packaging is the container for a product – encompassing the physical
appearance of the container and including the design, color, shape, labeling and materials
used

Objectives of packaging :

• Physical Protection – Protection of the objects enclosed in the package from

shock, vibration, compression, temperature, etc.

• Barrier Protection - A barrier from oxygen, water vapor, dust, etc.

• Containment or Agglomeration - Small objects are typically grouped together in one

package for transport and handling efficiency. Alternatively, bulk Commodities (such as salt)
can be divided into packages that are a more suitable Size for individual households.

• Information transmission - Information on how to use, transport, recycle, or Dispose of

the package or product is often contained on the package or label.

• Reducing theft - Packaging that cannot be re-closed or gets physically damaged (Shows
signs of opening) is helpful in the prevention of theft. Packages also Provide opportunities
to include anti-theft devices.

• Convenience - features which add convenience in distribution, handling, display, Sale,

opening, reclosing, use, and re-use.

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 • Marketing - The packaging and labels can be used by marketers to encourage Potential
buyers to purchase the product. Packaging may be looked at as several different types.
For example a transport package or distribution package can be the shipping container
used to ship, store, and handle the product or inner packages. Some identify a consumer
package as one which is directed toward a consumer or household. Packaging may be
discussed in relation to the type of product being packaged: medical device packaging,
bulk chemical packaging, over-the-counter drug packaging, retail food packaging, military
material packaging, pharmaceutical packaging, etc.

Independent Variable :

1. Packaging color

2. Background Image

3. Packaging Material

4. Font Style

5. Design of wrapper

6. Printed Information

7. Innovation

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Dependent Variable :

Consumer Buying Behavior

Packaging color

Color plays an important role in a potential customer’s decision making process, certain
colors set different moods and can help to draw attention. One good example of successful
use of color psychology is in the Apple iPod advertisements; they use simple tri tone color
schemes of black, white and a bright background color. The bright background color is to
give the advertisement a fun feel and the contrasting white on black is to focus attention.

Background-image

The background image property specifies the background image for an element. When
setting a background image, authors should also specify a background color property that
will be used when the image is unavailable. Note also that when the image is available, it is
rendered on top of the background color. Thus, in any transparent areas of the image, the
background color will be visible.

Packaging Material

Any material used especially to protect something- packing, wadding. Consumers can
change its decision regarding Packaging material. High quality Packaging attracts
consumers then low quality Packaging. The first packages used the natural materials
available at the time: Baskets of reeds, wineskins (Bota bags), wooden boxes, pottery
vases, ceramic amphorae, wooden barrels, woven bags, etc. Processed materials were
used to form packages as they were developed: for example, early glass and bronze
vessels. The study of old packages is an important aspect of archaeology. Iron and tin plated
steel were used to make cans in the early 19th century. Paperboard cartons and corrugated
fiberboard boxes were first introduced in the late 19th century. Packaging advancements in
the early 20th century included Bakelite closures on bottles, transparent cellophane over
wraps and panels on cartons, increased processing efficiency and improved food safety. As
additional materials such as aluminum and several types of plastic were developed, they
were incorporated into packages to improve performance and functionality. So packaging
material has a strong relation with buying behavior.

Font Style

The font style of Packaging grabs customer attraction. The upgrade of IT technology has
supported this feature. The successful companies have best practices of the font styles.
They hire specialists in composing which create mind blowing and attractive font styles. The

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attractive package has an innovative font style. So we can say that there is relation between
font style and buying behavior

Design of wrapper

The overall design also plays a vital role in attracting the consumer. Mostly the children of
10-18 years are so sensitive to the design of wrapper. The companies try their best to create
attractive design of packaging

Printed Information

Container or wrapper of the product serves a number of purposes like protection and
description of the contents, theft deterrence, and product promotion. The labels on packages
are important components of the overall marketing mix and can support advertising claims,
establish brand identity, enhance name recognition, and optimize shelf space allocations.
The consumer can change his decision on the basis of information printed on the packaging.
Mostly in Merchandises and daily FMCG the consumer can perform evaluation on the basis
of printed information.

Innovation

Innovative packaging may actually add value to the product if it meets a consumer need
such as portion control, recyclability, tamper-proofing, child-proofing, easy-open, easy-store,
easy-carry, and non breakability. Manufacturers today strive to have packaging that
maintains the key equities of the brand, has stand out appeal on the retailer’s shelf, and is
sustainable but with lower production costs. The customer can adopt the product on the
basis of its innovative packaging, which shows the relation between buying behavior and
innovation of packaging.

(b) Green Packaging – as a novel marketing trend Packaging can influence the consumer’s
mindset of product by its exposure. Scientific studies indicate that packaging allows to
attract consumer’s attention, transfer valuable product information, position the product in
the consumer’s mind and differentiate the product from other products. Few studies can be
found where the environmental product packaging is explicitly studied at the buying stage as
one of the determinants of consumers' product choice. Thogersen suggests that moral
reasoning is likely in the choice of product packaging only when environmental impacts are
perceived considerably and there are no other important characteristics (e.g. a high price)
involved in the particular purchasing situation. Among them most of the factors sensitively
impact on consumer’s attitudes towards green packaging.

Consumer’s attitudes towards green packaging

Consumer’s attitude represents what consumers like and dislike and consumers’ product
purchasing decisions were based on their environmental attitudes. The quality of the
environment depends critically on the level of knowledge, attitudes, values and practices of
consumers. Concern for the environment is linked with the attitude of consumers and to
some extent consumers can actively be a part to solve environmental problems by recycling

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and choosing environmental friendly products and packages. Consumer’s attitude towards
green packaging affects more factors such as demographic conditions of the consumers,
product characteristics of the particular product, consumer’s environmental concern and
government role regarding environmental friendly packaging.

Conceptual framework :

Demographic factors and green package

As a demographic factors age, gender, and income influence the ecological friendly buying
behavior of consumers. Green purchase intention correlates positively with every age and
income except for education. Many studies have shown significant differences between men
and women in environmental attitudes with men having more negative attitudes towards the
environment compared to women . Women were more likely to buy products with
environmental friendly packaging. Because they believe that product was better for the
environment.

Products characteristics and green packaging

High quality of green products has a positive influence, whereas perceived low quality of
green products has a negative influence on consumer green purchase attitude and behavior.
When concentrating on product price,attitudes are the most consistent explanatory factor in
predicting consumers‟ willingness to pay for green products.

Environment concern and Green packaging

Many people may have high ecological concern but have a feeling that the preservation of
the environment is the prime responsibility of the government. Green packaged product
purchases are strongly facilitated by the positive attitude of consumers towards
environmental protection.

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Government role and Green packaging

The role played by the government in environmental protection is undeniable. It reports that
individuals, government, and industry, and finance are three equally important factors in the
building of an individual's positive attitude toward environmental protections. Hence, the
government plays a vital role by influencing peoples’ buying behavior, to buy products that
contain green packages.

(C) The global returnable packaging market size is bound to display a stupendous CAGR of
6.2% over the forecast period (2020-2027), according to the latest report by Market
Research Future (MRFR). Returnable packaging includes items that can be recycled or
reused throughout the supply chain while adhering to consumer safety guidelines. These
comprise hand-held containers, dunnage, racks, pallets, and bulk containers. They are
made of durable materials such as wood, plastic, and metal. The use of returnable
packaging can lead to high net returns to companies and savings on shipping and
transportation costs.

Returnable packaging solutions are expected to stay in the wake of the pandemic and
soaring costs of raw materials. Sustainability and awareness of customers and clients can
drive its demand among manufacturers. Use of recycled plastic content without
compromising on material performance is estimated to be in high demand among end-use
industries. Productivity ratio and need to rein in inflation can drive the market growth
comfortably.

“Flexible packaging demand has gone up. Labelling demand because of sanitisers and
drinks has done up, tape demand has gone up because there is more online ordering that
consumers are doing.

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ANALYSIS OF PRIMARY DATA

We have collected primary data through questionnaires using google form. Sample of 103
candidates was collected with different demographic levels. We have used a convenient
sampling method. Results from questionnaire shown as follow :

Out of 103 responses 72.8% were from 20-30 years of age group.

Out of 103 responses 56.3% were male.

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Out of 103 responses, the percentage of students is high.

Out of 103 responses 78.6% chose packaging of a product does affect their buying behavior.

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Out of 103 responses product information 77.7%, package material 69.9%, safety 66% were
the packaging attributes highly chosen.

Out of 103 responses 48.5% chose yes, they recommended a product because of
packaging.

Out of 103 responses recognizable logo 33% and packaging material 30.1% were the 2
packaging features highly chosen which draws attention to a product on self.

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Out of 103 responses 47.6% chose No, they never switched brands or product because of
change in packaging of existing brands.

Out of 103 responses 35.9% were likely to purchase the product based on the packaging
design.

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Out of 103 responses 27.2% were likely to purchase product based on the packaging colour.

Out of 103 responses 42.7% are likely to purchase product based on the packaging quality.

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Out of 103 responses 37.9% were likely to purchase product based on printed information
on packaging.

Out of 103 responses 48.5% are very likely to purchase the product based on the packaging
innovation.

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Out of 103 responses 69.9% said yes they have got attracted to the graphics of the product
packaging.

Out of 103 responses 78.6% said yes the tried something new because its packaging caught
their eye.

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Out of 103 responses 61.2% said yes, when shopping the environmental impact of product
packaging affects their purchase decisions.

Out of 103 responses 44.7% chose very likely to purchase product which has eco-friendly
packaging

Out of 103 responses 34% chose very likely to pay extra for eco-friendly product packaging.

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Out of 103 responses 80.6% chose yes they recycle empty packaging if it's recyclable.

Out of 103 responses 91.3% chose cardboard packaging.

Out of 103 responses 68.9% chose yes, to be able to recognize the product only by its brand
logo.

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Out of 103 responses 25.2% were neutral to try and trust a new product if it has the face of
their favourite or popular celebrity.

CONCLUSION

Results of the research study regarding effects of product packaging in consumer buying
behaviour stipulated following conclusion :

The packaging elements are one of the most valuable marketing communication tools
because consumers value the elements that are embodied in the package. It is the package
which communicates to consumer weather to buy the product and make a purchase and it is
the packaging of the product which they are going to see every time they use the product.
Packaging is one of the important aspects of the product which helps consumers in the
buying process.Consumer buying behaviour is dependent on the elements of packaging its
colour, design, material, font, size, label,etc as packaging elements are independent
variables which drives consumer behaviour accordingly.packaging elements has effect on
consumer choice and for them to differentiate the product from other similar products.

In this research we found out the design and colour of the packaging helps consumers to
differentiate between their choice of brands and for marketers to attract more customers
attention. Information on the label describes when it's made, where it was made, how it was
made, what it contains, how to use it etc. Furthermore, they believe that labels guide the
consumers how to use the product properly. The information given in the label and its value
have to be highlighted while promoting the product in the market. In our research we found
out the quality of the product packaging, the material used for it, the visual element which is
very important for consumers in their buying process as by the material of packaging they
perceive that the product inside will also be of good quality. The innovativeness of the
product like easy open, easy close, childproofing, non-breakability,etc also keeps an
important place in attracting consumers to try out the new product and catch the attention of
customers.The consumers are even ready to shift to other brand who are more sustainable
and are ready to pay more especially youngsters. After reading all the secondary data we
have realised that there COVID-19 have brought a new resolution in the packaging world.

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The Companies are more concerned about the safety of their product as well as
sustainability. Companies like nievia are making their product plastic free in a few years for
sustainability. Even Amazon has ensured that by 2025 India will have plastic free deliveries
to save the environment. I would like to suggest that companies who are dealing in
E-commerce should focus on biodegradable packaging and recycled packaging. 3D
printers are on the increase, and can be operated with a choice of materials, including
plastics made of plant or food waste.This option does require an initial investment but, once
in place (even if secondhand or on a trial basis), you will be able to create your own
packaging using high-quality recyclable materials, which you can custom build to size and
design. Additive manufacturing often enables developers to design parts or packages that
use significantly less material than when using traditional manufacturing methods.

Our research showed the positive response of customers towards green packaging. People
may have high ecological concern but have a feeling that the preservation of the
environment is the prime responsibility. Green packaged product purchases are strongly
facilitated by the positive attitude of consumers towards environmental protection. Through
our primary research we found out that the majority of people check the packaging material
for ecological concerns and they are even ready to pay extra for green packaging of the
products.The socially responsible consumers tend to occupy certain demographic
characteristics – being highly educated and knowledgeable consumers, with relatively high
income, and more likely to be young customers.

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http://www.seu.ac.lk/seusljm/publication/volume1/no2/consumers%20attitude%20towards%2
0green%20packaging.pdf

https://globaljournals.org/GJMBR_Volume12/8-Role-of-Packaging-on-Consumer-Buying.pdf

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