Measuring the Influences and Impact of Green Packaging on Consumer Intention and Consumer Buying Behaviour with Respect Convenience Goods in India

Abstract

Product packaging acts as a vital tool for purchase intention and buying behaviour of a customer. It is believed that an attractive packaging reflects on not only bringing the protection of the product but the design, colour combinations, material used and style of content that brings the communication of a brand and its core values emotionally connect with its customers. It is the first point of connect between a product and customer and making a strong visual expression Its success towards the same comes only when the consumers accept and respond to it through the purchase intention and buying process. It is the first point of connect between a product and customer and making a strong visual expression. The world-wide growing concern for environment has also made the businesses and consumer throughout out the world of producing not only green product s but also to the concept of green packaging in a product. The research paper evaluates the key factors that enhance the buying intention of consumers intention towards the convivence goods and the green packaging concept.