Abstract:
Green packaging has emerged as a crucial strategy for businesses to address
environmental concerns and meet consumers' growing demand for sustainable
products. This study aims to investigate consumers' attitudes towards green packaging
in the food and beverage categories, focusing on super markets in the Kandy district of
Sri Lanka. A quantitative approach was employed, using a structured questionnaire to
collect data from a sample of 200 consumers based on convenience sampling method.
The study examined the influence of product characteristics, environmental concern,
and government role on consumers' attitudes towards green packaging The analysis
done by using SPSS version 25. The findings reveal that all three factors have a
significant positive impact on consumers' attitudes, with government role having the
strongest influence. The study contributes to the literature on green consumer behavior
and sustainable packaging, providing valuable insights for businesses and
policy makers. The results suggest that businesses should develop green packaging
solutions that balance environmental friendliness with functional and economic
considerations, while policymakers should implement regulations and incentives to
encourage sustainable packaging practices. Raising environmental awareness among
consumers through education and communication campaigns is also crucial' The
study's limitations include its focus on a specific geographic area and the use of a
quantitative methodology, which may not capture the full depth of consumers'
perceptions. Future research should explore additional factors influencing green
packaging attitudes, investigate the effectiveness of intervention strategies. and conduct
longitudinal studies to track changes in consumer behavior over time.
