MARKETING STRATEGY FOR PAPER AND PACKAGING INDUSTRY WITH CHANGING ENVIRONMENT

Abstract

The current packaging market scenario is rushing towards sustainability due to climate change, changing consumer preferences, and regulatory pressure from the government. To understand the current state of research in this area and suggest future research opportunities, this study thoroughly analyses the multidisciplinary literature on the Drivers(reason for) and barriers (reason against) in the adoption of sustainable packaging by consumers. This paper employs a method for reviewing recent studies and preparing a research question on the influence of sustainable packaging on consumer behaviour in line with the study’s objectives using a quantitative research design. The literature study paradigm and consumer interaction served as a guide for the structured questionnaire design. According to the study, consumers prefer sustainable packaging due to environmental knowledge, appealing design, and descriptive norms of the package. In contrast, cost, leakage, and moisture absorption will restrict consumers from buying sustainable packaging. Based on this, we will develop a comprehensive framework and proposition to help researchers, marketers, and decision-makers working in sustainable packaging understand consumer behaviours better. The elements that affect customer preferences may be the basis for managerial decisions.