ENDORSING SUSTAINABLE CONSUMPTION: STUDY OF CONSUMER CONCERN FOR ENVIRONMENTAL SUSTAINABILITY

Abstract

This study aims to examine the buying behavior of consumers with respect to different types of packaging and the influence that buying action have on the environmental sustainability. To attain the aforesaid objective data from 500 consumers in India was used to test whether there exist any significance difference between the buying behaviors of diverse consumer groups. The results highlighted effective driving factors which were significantly classified into two groups "sustainable blend" and educational impact". Even discriminant analysis, resulted in portraying discriminating buying patterns for types of packaging where tetra package is given higher preference among diverse consumer group. A greater inclination towards tetrapackaging in urban areas and plastic packaging in rural is evidenced. The practical implication involves adoption of the most preferred choice in packaging by the companies that will boost sustainable development and environmenial protection.