Perceived Constraints in the Adoption of Green Products: Evidence from Fast Food Packaging in Assam, India

Abstract

The growing dependence on non-biodegradable packaging, fuelled by the fast-food industry, is becoming an urgent environmental challenge. Although green marketing has been promoted for decades, the actual use of eco-friendly products remains disappointingly low. This study set out to explore the key obstacles that prevent wider adoption of green packaging in fast food outlets. The research was carried out in the Kamrup Metropolitan district of Assam between August and October 2024, covering 16 outlets and engaging 115 consumers as well as 30 managers and staff. Using Garrett Ranking analysis, the results show that consumers are most concerned about the lack of trust in green claims, limited availability, and the high cost of eco-friendly options, while they worry least about understanding eco-labels. On the other hand, managers and staff point to high costs, supply shortages, and resistance to change as their main challenges, with regulatory issues having the least impact. These findings underline the need for practical strategies that can build trust, strengthen supply chains, and make green products more affordable, paving the way for greater acceptance and sustainable practices in the food service sector.