Shifting Consumer Behaviors Towards Sustainability Through Eco-Packaging: An Examination of Literature and a Guiding Framework

Introduction

Our personal shopping choices are affecting the environment in ways never seen before. A new approach to conducting business is indicated by the convergence of factors that society and business must deal with, which is partly caused by our consumption patterns. These factors include poverty and social inequality, pollution and destruction of the environment, and climate change (Rutitis et al., 2022). The present investigation offers an overview of the literature on how consumers may switch from conventional to eco-packaging sustainably. It also presents a thorough psychological framework that can help practitioners and researchers promote sustainable behavior (Korhonen et al., 2020). In recent years, there has been a profound evolution in consumer attitudes, marked by a growing awareness of environmental issues and a heightened commitment to sustainable living. Central to this transformative shift is the discernible demand for eco-friendly packaging solutions, a reflection of consumers' increasing scrutiny of the environmental impact of their purchasing decisions. As concerns over climate change, plastic pollution, and resource depletion intensify, individuals are actively seeking products packaged with eco-conscious materials and methods. Governments worldwide are responding with regulatory measures to address environmental degradation, emphasizing the imperative of sustainable packaging (Lan et al., 2023). Simultaneously, businesses are recognizing the strategic importance of integrating eco-packaging into their practices, not only as a response to regulatory pressures but also as a means to align with consumer values and fulfill corporate social responsibility (CSR) objectives. This evolving landscape underscores the pivotal role that eco-packaging plays in shaping contemporary consumer behaviors towards a more sustainable and environmentally responsible future.

Several compelling case studies exemplify the tangible impact of eco-packaging on shifting consumer behaviors towards sustainability. One such instance is the success story of a global beverage company that transitioned from traditional plastic bottles to plant-based, fully recyclable packaging. This initiative not only reduced their carbon footprint but also resonated with environmentally conscious consumers, leading to a significant increase in market share. In the fashion industry, a leading apparel brand's shift to using recycled and biodegradable packaging materials not only enhanced their brand image but also attracted a new segment of eco-conscious consumers. Additionally, a regional grocery chain's switch to reusable and compostable bags prompted a notable reduction in single-use plastic waste, aligning with both consumer expectations and governmental regulations. These case studies collectively underscore the transformative power of eco-packaging in driving consumer preferences and fostering a sustainable market paradigm (Jestratijevic & Vrabic-Brodnjak, 2022)