Factors Contributing to Consumer’s Decision-Making in Green Packaging: A Systematic Review

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.