Sustainable Packaging: Examining Consumer Behavior towards Sustainable Packaging Options in the E-Commerce Sector

Consumer sentiments have been pivotal in driving shift, as increasing numbers of individuals exhibit a preference for eco-friendly packaged products. Thus, this study endeavors to investigate into the attitudes of Indian consumers regarding sustainable packaging in the realm of e-commerce. To accomplish this, quantitative methods were employed to gauge Indian consumers’ inclination towards purchasing products offering sustainable packaging alternatives. A structured questionnaire was employed as the data collection tool. The data were analyzed by using Structural Equation Modelling (SEM). The outcomes of this study reveal a favorable attitude among Indian consumers towards eco-friendly packaging. This research provides fresh perspectives on the eco-packaging product amongst customers, a topic on which prior investigators have rarely concentrated. Also, the results of that research have given businesses and the government insight into customer purchasing patterns for products using eco-packaging.