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Athira Menon,
Pravin P,
- Research Scholar, Department of Commerce, Commerce, Sri Krishna Adithya College of Arts and Science(Co-Education),Coimbatore, India, Tamil Nadu, India
- Assistant professor, Department of commerce , Lakshmi Narayana arts and science college Mayannur ,Thrissur, Kerala, India
Abstract
The current research paper whose title is Impact of Eco-Friendly Packaging Strategies on Consumer Buying Behaviour: A Study in Coimbatore District will set out to investigate the impacts of eco-friendly packaging on consumer purchasing behaviour and also to determine the degree of consumer awareness and perception. The research is founded on primary data that was collected among 65 respondents in Coimbatore District. Statistical tools like correlation analysis, independent sample t-test, and cluster analysis were used to analyze the data. The results indicate that there is a significant positive correlation between the awareness, preference, willingness to pay and consumer buying behaviour on the subject of eco-friendly packaging. The analysis also reveals that gender does not have a significant effect on the buying behaviour implying homogeneity between male and female consumers. Moreover, cluster analysis has determined three groups of consumers, which are highly eco- conscious, moderately aware, and low awareness groups, with the largest groups being moderately aware. The paper finds that green packaging is a key factor affecting consumer purchasing behaviour and awareness can further boost the sustainable purchasing behaviour.
Keywords: Eco-Friendly Packaging, Consumer Buying Behaviour, Awareness, Willingness to Pay, Consumer Perception, Sustainable Packaging,
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OmniScience: A Multi-disciplinary Journal
| Volume | 16 | |
| 02 | ||
| Received | 23/07/2026 | |
| Accepted | 07/09/2026 | |
| Published | 17/09/2026 | |
| Publication Time | 56 Days |