Sustainable Packaging: An Exploration of Green Indian Consumers

In today’s global scenario there is a lot of hue and cry about the increasing environmental pollution, destruction of forests and ecosystems, growing health disorders, mounting natural disasters, unprecedented climatic changes and global warming issues. This challenging state of affairs across the whole universe has ultimate affected sustainability of the planet and its species. There is an escalating need for Indian youth to focus on the issue of environmental sustainability and enhance eco friendly consumer consumption and buying behaviors. Eco friendly packaging is a step in this direction. Gradually Indian young consumers are showing an inclination towards the use of these sustainable packages which are easily biodegradable and recyclable. This initiative by the consumers will definitely boast sustainable development and environmental protection. The main aim of the this exploratory study is to explore the factors that influence the perception of urban and rural young Indian consumers towards eco-friendly packaging, It intends to determine the specific driving factors, which impact the minds of consumers while practicing sustainable eco friendly packaging behavior in their normal routine buying. To attain the aforesaid objective a survey of 500 Indian consumers (250 rural and 250 urban) was conducted from different geographical areas using a well-structured questionnaire. Later, Principal Component Analysis with Varimax Rotation was used to specifically identify the factors that affect the perception of Indian consumers towards sustainable eco friendly packages while purchasing different products.