Abstract:
The rising levels of environmental pollution make sustainable green practices essential. The main
objective of this study is to review the factors contributing to consumer purchasing decisions on green packaging.
Factors such as environmentally friendly packaging, price sensitivity, product attributes, perceived values and
beliefs are assessed by this study. This review includes 30 high ranked peer reviewed journal articles focused on
consumer purchasing behavior in relation to green packaging. Prisma model was used to search and filter the
articles in a systematic way. The findings indicate that environmentally friendly packaging, price sensitivity,
product attributes, consumers' perceived beliefs and values, and their demographic characteristics, significantly
influences their purchasing behavior concerning environmentally friendly packaging options. Consumers are
more likely to choose packages with eco-friendly features when they believe these options benefit the environment
and align with their personal values. Preferences for various packaging attributes are largely shaped by
demographic elements such as age, gender, income level, and educational background. These findings can help
businesses and policymakers develop effective strategies for implementing sustainable packaging and promoting
environmentally conscious purchasing choices. They can employ the following implications such as imposing
country-specific green packaging regulations, economic incentives for sustainable transition, circular economy
and waste management reforms and green consumer awareness and incentive programs.
