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Cited by 66Environmental Sustainability in BusinessConsumer Packaging Perceptions and TrendsSustainable Supply Chain Management

Sustainable packaging in the FMCG industry

Open access
Jain, Priyanshi, Hudnurkar, Dr. Manoj·2022·Cleaner and Responsible Consumption
DOI 10.1016/j.clrc.2022.100075
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Abstract

The Fast Moving Consumer Goods (FMCG) industry regularly produces monumental waste. Today sustainability is the central issue of every society. Today, the average consumer is more aware of their product choices' environmental impact than a consumer as little as five years ago. The change is real and apparent and can no longer be ignored. With the increase in awareness about sustainability and its significance and the rise in eco-friendly regulations, sustainable packaging is, now more than ever, an issue of concern for customers. With this tectonic shift in consumer behaviour towards more sustainable and eco-friendly products, it is time for the FMCG industry to make some strategic changes. Brands have already started adopting sustainable marketing based on this shift in consumer mindset. However, we believe it is beneficial to understand consumers' various factors before purchasing. What drives the purchase? What deters it? These are essential questions to understand the consumer and build brands genuinely. We may already know what factors affect the consumer decision-making cycle, but understanding the root cause behind those factors is of utmost importance. This research aims to analyze consumer perception and behaviour regarding eco-friendly and sustainable packaging. For this research, we have thoroughly reviewed thirty research papers to gain insights into all the study that has already been conducted. We also worked on both moderated and unmoderated focus group discussions to better understand consumer behaviour towards sustainability. We have derived a fair idea of the gap between consumer understanding, behavior, and products available in the market. We get various insights from the definition of sustainability, factors influencing consumers, and why current trends and practices, and even practices in other industries (other than FMCG) would be a beneficial correlation/comparison aspect.

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Crossref · 10.1016/j.clrc.2022.100075

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  • The vast majority (99%+) of cues encountered and used by consumers are nominal, consisting of a visual icon that can be consistently processed and interpreted consciously or subconsciously by the consumer.

    “The vast majority (99%+) of cues that are encountered and used by consumers are nominal, consisting of a visual icon that can be consistently processed and interpreted consciously or subconsciously by the consumer [17][18][19].”

    From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [17]

    The literature-review passage on visual appearance and the Conclusion’s participant responses discuss how packaging appearance can affect purchasing decisions. Our copy does not address whether 99%+ of consumer cues are nominal visual icons or whether such icons are consistently processed consciously or subconsciously (searched: “99%,” “nominal cues,” and “visual icon”). (LLM, conf=0.76)

    Experimental — accuracy not yet measured

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Cites

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1 of the 26 references couldn’t be matched to a known paper.

Research works printed but not linked: 1

  1. Geetha, D., Jenifer, D., 2014. Abhinav International Monthly Refereed Journal of Research in Management & Technology "A Study on Consumer Behaviour towards Purchase of Eco-Friendly Products in Coimbatore.".

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Authors
Jain, P., & Hudnurkar, D. M.
Corresponding author
Jain, Priyanshi
ORCID
Jain, Priyanshi
Venue
Cleaner and Responsible Consumption
Publisher
Elsevier BV
Published
2022-12
Volume
7
Pages
100075
ISSN
2666-7843 (ISSN-L)
DOI
10.1016/j.clrc.2022.100075
OpenAlex
W4294675509
Cited by
66
References
26
Citations by year
2026: 14 · 2025: 11 · 2024: 28 · 2023: 12 · 2022: 1
FWCI
10.39
Type
journal article
Language
en
Open access
Licence
Locations
  • Cleaner and Responsible Consumption (publishedVersion, cc-by-nc-nd)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
Keywords
sustainable packaging, fast-moving consumer goods, consumer perception, consumer behavior, purchase decision factors, sustainable marketing, brand strategy

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