A Study of Consumer Buying Decision toward Sustainable Packaging of FMCG Market – A Case Study of South Delhi

Abstract

The FMCG industry and its success is heavily dependent on packaging. Apart from marketing and logistics, the environmental impact of packaging is a growing concern amongst civil society and regulators alike. It is pertinent to assess the readiness of the entire ecosystem to adapt and adopt new means of packaging for a sustainable e-commerce industry. This paper adopts a cross-sectional study design to gain insights into consumer buying behaviour toward sustainable packaging of FMCG market. One way ANOVA analysis is used for analysing the data of the study. The test statistic reveals that there is a significant relationship between the income of the consumers and awareness about sustainable packaging. Further, the study reveals that the buying behaviour of consumers and their awareness towards the sustainable packaging in the FMCG industry is statistically linked to their income (low Income, middle Income and high Income). The study focussed on the consumers of South Delhi. The study presents further avenues to be explored to reach diverse income groups to adopt sustainable packaging for FMCG products.