Factors Influencing Consumer Preference for Green Packaging Products in Kamrup Metropolitan District, Assam, India

Abstract

The rapid increase in population has led to the overutilization of resources, resulting in their depletion and contributing to pollution, which adversely affects public health. This alarming situation has prompted a global shift towards sustainability, with green marketing and the use of eco-friendly products gaining significant importance. Green products are biodegradable, environmentally safe, and generate minimal or no waste. This study was conducted in the Kamrup Metro district of Assam by collecting primary data from consumers of green products, particularly green packaging materials used in fast-food outlets. The respondents ranged from school-going students to older generations and were categorized into six age groups (I–VI), a total 115 consumers from 16 fast food outlets. A detailed questionnaire was designed and distributed among the respondents, allowing them to rank the factors influencing their purchase preferences toward green products. The collected data were analyzed using factor analysis through Principal Component Analysis (PCA) to identify the factors affecting consumers’ preferences for purchasing green products. The analysis revealed three principal components (PCs) with eigenvalues greater than 1 that influence purchase preferences. These components are as follows: Personal Factors (PC1), determined by five variables; Environmental Factors (PC2), influenced by three variables; and Social Factors (PC3), also influenced by three variables. The results indicate that green corporate image ranked the highest among all factors, followed by social norms and brand trust. In contrast, the availability of green products ranked lowest. This suggests that many respondents prefer purchasing green products primarily because of their trust in the brand’s green corporate image rather than the ease of availability. These findings provide valuable insights into consumer behavior and can help policymakers, marketers, and businesses enhance the adoption and promotion of green packaging material within society.