RESEARCH CONDUCTED ON THE PERCEPTION OF CUSTOMERS ON SUSTAINABLE PACKAGING (KEY IJP************215)

• Dr. Catherene Julie Aarthy C,Mr. Nuaman Izaddin

Abstract

In todays environmentally conscious marketplace, customers are increasingly prioritizing sustainability in their purchasing decisions. This shift is significantly impacting the packaging industry, as consumers demand greater environmental responsibility from brands. The intention behind customer preference for sustainable packaging is rooted in a desire to mitigate the adverse effects of traditional packaging materials, which contribute to environmental degradation and waste.Sustainable packaging encompasses a range of practices designed to reduce environmental impact, including the use of recyclable materials, biodegradable options, and minimalistic designs that reduce excess waste. As awareness of climate change and ecological issues grows, customers are not just passively accepting the status quo; they are actively seeking out products that align with their values.Understanding customer intention in this area involves exploring the motivations driving their preferences. These include a heightened awareness of environmental issues, a desire to support companies that demonstrate social responsibility, and an increasing demand for transparency regarding the sustainability of product packaging. As customers become more informed and engaged, their expectations for sustainable packaging continue to evolve, pushing brands to innovate and adapt.By examining these customer intentions, businesses can better align their packagingstrategies with consumer values, ultimately fostering stronger brand loyalty and contributing to broader environmental goals. In essence, the focus on sustainable packaging reflects a larger movement toward responsible consumption and a collective effort to protect the planet for future generations.KEYWORDS:Ecofriendly;packaging;Sustainability;Indian;Youth,;Consumers;Perception.