IMPACT OF GREEN PACKAGING ON CONSUMERS BUYING BEHAVIOR: THE MEDIATING ROLE OF ATTITUDE

Abstract

Sustainable development stands as a global imperative, addressing the multifaceted challenges encompassing climate action, environmental preservation, resource efficiency, and the responsible use of raw materials. As global consciousness shifts toward environmental protection and the principles of sustainability, eco- friendliness has emerged as the prevailing zeitgeist. Within the manufacturing sector, particular attention has been directed towards green packaging. This study draws upon meticulously gathered data from 200 respondents through a thoughtfully designed survey to dissect the influential factors shaping consumer buying behavior. Employing the principal factor analysis technique, we unveil four primary factors underpinning consumers' buying behavior: eco-labeling, willingness to pay, environmental concern, and attitude. These findings underscore a growing scholarly and research interest in these dimensions, evident in the increasing volume of academic publications in recent years. Moreover, the insights derived from this research will empower manufacturers and businesses to formulate strategies aimed at securing competitive advantages, bolstering sales, and enhancing brand image. Key Words: Sustainability, Green Packaging, Eco-Labelling, Willingness to Pay, Environmental Concern, Attitude.