Appraising the Buyers Approach Towards Sustainable Development with

Special Reference to Buying Habits and Knowledge Source of Green

Packaging: A Cross-Sectional Study

MOHAMMAD ZULFEEQUAR ALAM1*, SALAH ABUNAR2

1Department of Marketing,

University of Business and Technology,

Jeddah,

SAUDI ARABIA

2Department of Supply Chain Management,

University of Business and Technology,

Jeddah,

SAUDI ARABIA

*Corresponding Author

Abstract: - Sustainable development is a global agenda that addresses the societal challenge of climate action, the

environment, resource efficiency, and the use of proper raw materials. In this intellect, an important strategy and a

focal point for the organization is to understand the consumer's behaviour towards the green product and their

packaging aspects to sustain the business. Moreover, from the literature, it is found that more studies need to be

done in this area. Hence, the study aims to understand the consumer's behaviour towards the green product and

packaging to discuss the importance of green packaging, particularly concerning the shopper buying habits and

sources of information on sustainable packaging of goods from the end user's points of view that will help in

sustainable development for the green environment as consumers have the pivotal role and are the ultimate

stakeholders for the success of any business organization. The current study is descriptive, using convenience

sampling methods for primary data collection. For this study, 232 participants' responses were taken for analysis.

The gathered information was analyzed using SPSS software. The chi-square values and phi and Cramer's V and

contingency test were also explored to test the relationship wherever needed. Hence, the result has been interpreted.

Finally, the buyer's approach to buying habits and knowledge sources of green packaging has been understood in

the direction of a sustainable environment.

Keywords: - Sustainable Environment, Green Packaging, Knowledge Sources, Consumer Behavior

Received: November 12, 2022. Revised: March 12, 2023. Accepted: April 8, 2023. Published: May 2, 2023.

1 Introduction

There has been a growing attraction for environmental

protection worldwide in recent years. In this sense,

green packaging is important to reduce the impact of

waste and pollution and promote sustainable

development, [1]. Green packaging - also known as

"eco-packaging", "green packaging", "sustainable

packaging", or "recyclable packaging" - uses

environmentally friendly materials for packaging

purposes, always keeping in mind that products must

be efficient and not harmful to human health and the

environment, [2]. Green packaging or sustainable

packaging has become a broader concept in recent

years as it can contribute significantly to creating a

sustainable environment. The use of materials and

technologies in manufacturing vary in this context as

they can reduce the dangerous impact of harmful

chemicals. [3], believe green packaging is a powerful

solution to reduce the harmful effects of plastics on

the environment. It is a major issue that must be

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considered to achieve sustainable development goals

(SDGs) with social and economic implications as well

as marketing and consumer behaviour, [4], [5].

Indeed, the role of consumers is very important in

green packaging, as modern lifestyles often demand

longer product shelf life—packaging should also

develop through appropriate development policies.

The study of green packaging from consumers'

perspective includes the analysis of consumers'

opinions on the green product and their packaging and

purchasing decisions.

Many research studies have analyzed green

packaging issues from a business perspective. But

they cover a wide range of dimensions, including how

technological, organizational, and human capabilities

contribute to implementing eco-design innovation in

packaging and its benefits in terms of brand

innovation and environmental protection, [6]. These

days companies are working on new product lines for

ethical, renewable, and sustainable packaging, which

requires investing in new packaging lines to

accommodate eco-friendly, reusable, recyclable, and

sustainable packaging or establishing joint ventures

with packaging suppliers, [7]. As a result, the need for

green packaging is spreading rapidly among

consumers and manufacturers. However, the success

of implementing an eco-packaging strategy will

depend on consumers' acceptance of the green product

concept and sustainable packaging, as well as their

purchasing habits, awareness, and knowledge source,

[8]. However, according to our knowledge and review

of the literature on green product packaging, different

commercial and consumer dimensions have been

covered, but focusing specifically on specific points

regarding consumer behaviour through sustainable

products packaging has been the subject of very few

studies, particularly it is applied in the Saudi context

and has proven essential part of the study. Therefore,

this study aims to fill the current gap by answering the

following research questions that will lead to

sustainable development goals.

1.1 Research Questions of the Study

1. What are the buying frequencies of green

packaging products

2. What are the sources of information for the green

packaging products

3. Whether consumer attitude varies

demographically towards green packaging

products?

1.2 Research Aims and Objectives

The aim of the study is essential to be analyzed in the

specific direction mentioned above. Therefore, the

following objectives have been taken for the study:

1. RO1: To evaluate the buying frequencies of green

packaging of products

2. RO2: To analyze the information sources for the

products' green packaging.

3. RO3: To evaluate whether there is any association

and variation in consumer's attitudes

demographically regarding green packaging

products

2 Literature Review

2.1 Importance of Product Packaging

Packaging plays a vital role in today's market. The

European Union defines packaging as all products

made from all materials of any kind intended to be

used to contain, protect, deliver, and present goods,

from raw materials to manufactured products.

Traditionally, packaging has been designed to protect,

preserve, handle, transport, and store goods, [9]. From

the consumer's point of view, packaging plays a

magician's role when purchasing products. The

packaging is essential because it is the public's first

choice before making a final purchase decision, [10].

The packaging has been called the "silent seller"

because it tells us about the qualities and benefits, we

will get if we consume a particular product, [10].

Currently, manufacturers are using plastic as their

main packaging material without caring about the

impact of plastic packaging on the global ecosystem.

This situation has become the cause of many

environmental problems. Therefore, a new direction

appears as a solution to the above problem: the “green

packaging concept”, [8].

2.2 Packaging and Consumer Trends

Packaging can influence the consumer's mind toward

the product through its exposure. The scholarly

studies indicate that packaging helps attention to the

customer to buy the product, and it is a powerful

transmission of specific product information, as well

as the product's placement in the consumer's mind that

boosts the consumer to buy, [11]. Few studies have

found that where the environmental packaging of a

product applied at the purchase stage is a determinant

of product choice by consumers has been noticed,

[12]. [13], suggests that reasoned labeling is not likely

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in the choice of product packaging when

environmental effects are considered important and no

other significant feature (e.g., a high price) is

presented in the packaging in a specific purchase

situation. Most factors influence consumer attitudes

toward green packaging, [8].

2.3 Buying Frequency for the Green

Packaging Products

The other important factors influencing shopper

purchase intent reported by participants include

personal choice, habit, time available for shopping,

and available or unavailable alternatives, [14]. As

indicated in one study, sometimes consumers try to

find products in more durable packaging, but they are

not in stock, and because they need it all emergency,

they buy everything they found. Moreover, it depends

on how much time the buyer has; have enough time,

the consumer will look for sustainably packaged

products, but if they do not find useful things, they

will put things in the basket without thinking about

how they are packaged, [15], [14].

2.4 Knowledge Source Green Packaging

Product

[16], examined the progression of consumers'

attitudes, intentions, and behaviour towards green

products and their knowledge source. Proper

knowledge of organic packaging is predominant as it

can save the world from further changes in its climate,

as stated by [17], [18], [19]. Organic packaging comes

with an additional cost for buyers, but providing the

knowledge to the consumers can be decreased the

costliness of green product thinking, and having

potential knowledge of the materials used will provide

value to consumers. The media has increased

awareness of environmentally friendly packaging, and

social media platforms have also influenced people

toward green packaging usage, [20]. [21], suggest that

a country's government should promote using a green

package that is effective in banning non-

biodegradable packaging. An important issue in green

packaging is how to print information on containers,

labels, and innovations to avoid using paper labels.

Consumers also need information on the carbon

footprint of packaging materials. Another study has

also studied consumer awareness of the environmental

impact of food packaging, [22], [23], [24]. A study in

South Africa revealed that labels, images, and logos

were the most important features in helping

consumers identify environmentally friendly

packaging.

In contrast, packaging material and colour were other

features used to judge packaging sustainability.

Consumers must be better informed and educated on

the packaging production process to make informed

decisions. Poor communication of disposal labels is a

major theme, with many people finding it difficult to

understand and not disposing of the packages

correctly. [25], [26], highlighted the importance of

communication in increasing consumer awareness and

knowledge of the environmental aspects of a product

and their influence on the consumer purchase

decision. Additionally, better communication of the

added benefit of a product may influence consumer

expectations and future purchase intent positively.

2.5 Demographic Factors and Green Package

Demographic factors, age, gender, and income

influence consumers' ecologically friendly buying

behaviour. Moreover, green purchase intention

correlates positively with every age and income

except education, [27]. The studies have shown

significant differences between men and women in

environmental attitudes, [28], [29]. It revealed that

men have more negative attitudes toward the

environment than women, [29]. Women were more

likely to buy a product with environmentally friendly

packaging because they believed it was better for the

atmosphere, [30]. In addition, a study shows that

gender opinion varies with consumption; women and

men do not have the same purchasing behaviour, [31].

Previous research has shown that consumption is

more closely associated with women than men.

Indeed, women represent the major group of

consumers worldwide, according to [32].

2.6 Hypothesis

The following hypothesis has been revealed from the

above literature, and finally, it will be tested to know

the current opinion variation in the selected region.

1. (Ha): The buying frequencies of green packaging

products varied among the consumer as well as

varied gender wise

2. (Ho): There is no association in buying

frequencies of green packaging products among

the consumer with age

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3. (Ho): There is no association in buying

frequencies of green packaging products among

the consumer with education wise

4. (Ho): There is no association in buying

frequencies of green packaging products among

the consumer with income wise

5. (Ha): There is a difference in opinion among the

respondents regarding sources of information for

green packaging products.

3 Methodology of Study

The selected study is based on a secondary and a

primary approach. The researcher applies a qualitative

and quantitative method using a descriptive research

design in this study. Firstly, the researcher reviewed

the related literature, and a questionnaire was created

with close-ended questions because it can save

respondents time and effort. The pilot test was taken

among ten respondents; a few minor changes were

involved in the questionnaire before the final survey.

The information for this study was collected at a

single point in time. The study is cross-sectional in

time horizon as primary data collection is important

for the betterment of the authenticity of results, [33].

Moreover, this is also considered a reliable data

collection method, as all the information comes from

direct sources and is faster, more flexible, and simple.

Hence, the primary data collection was performed

using convenience and snowball sampling. Finally,

from the received responses, 232 responses were

taken for the study because convenience sampling

methods have proven to be time- and cost-saving,

[33]. The sample size has also been justified as it has

gathered a more comprehensive range of data with a

variation, [8], [34], [35], [36]. The questionnaire was

sent virtually to respondents; after receiving the

questionnaire, the data were tabulated and analyzed

using SPSS.

The formulated hypothesis mentioned in the literature

review section has been analyzed and reported in the

result section. The descriptive statistical tools were

used for hypothesis testing; Pearson Chi-Square, Phi

value, Cramer's V, and Contingency Coefficient value

have also been explored, and the test was applied at

Alpha significance <0.05 with 95% of confidence

level to test the relationship wherever needed and

finally the results were interpreted according to the

outcome.

4 Results Analysis

4.1 Demographic Information

Most respondents were men (67.67%), while women

were 32.33%. It should be noted that the respondents

mainly belonged to the age groups 26-35 (59.3%),

followed by the age group 36-45 (24.138%) and 46-55

(11.2%), and 56 and above years of age were (6.9%)

respectively. Hence it supports the good number of

representations as the maximum number of

participants in this study were young. These young

people tend to care more about the green environment

and influence their individual decision. Most

respondents were high school graduates or less

educated (82.6%). From the responses received

majority were more than 21000 SR monthly family

income (41.8%), followed by less than 10000 SAR

(39.6%) and between the 11000- 20000 SR monthly

income category (18.5%).

4.2 Buying Frequency of Green Packaging

Products

Table 1. Buying frequency green packaging

products * Gender

Crosstab

Gender

Total

Male

Female

What

is the

purch

ase

freque

ncy of

green

packa

ging

produ

cts?

Daily

Count

8

4

12

% within

raw

3.4%

1.7%

5.2%

2–3

times a

month

Count

24

21

45

% within

raw

10.3

%

9.1%

19.4%

Weekly

Count

28

14

42

% within

raw

12.1

%

6.0%

18.1%

Occasio

nal

Count

88

28

116

% within

raw

37.9

%

12.1%

50.0%

Never

Count

9

8

17

% within

raw

3.9%

3.4%

7.3%

Total

Count

157

75

232

% within

raw

67.7

%

32.3%

100.0

%

% within

Column

100.

0%

100.0%

100.0

%

Source: By the Authors

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Table 1 depicts the frequency of purchasing green

packaging as per the gender of the selected

participants. It is revealed that the majority of the

shopper buy the green packaging product occasionally

(50.0%) weekly and in a month two to three times,

almost the similar 18.1 and 19.4 percent of the

respondents. Among the respondents, most (37.9%)

male members stated that they purchase the green

packaging product occasionally, followed by 12.1% of

the male respondents who said they prefer to purchase

organic packaging weekly and two or three times a

month (10.3%) of them respectively. Moreover, the

female respondent’s percentage (12.1%) is the highest

who buy the green packaging product occasionally,

followed by those buying two or three times a month,

9.1%, most similar to the male member pattern. The

pattern shows that male consumers are more prone to

buy green packaging products than their counterparts.

Table 2 presents data and information regarding the

purchasing frequency based on the participants' age. It

has come to be known that 23.30% of the respondents

(aged 26–35 years) agreed to buy such packaged

products occasionally, followed by 36-45 years of age

(13.80%) were more prone to buy occasionally of

such types of packaging products. Furthermore, for

those in the 18-25 age group, 11.20% agreed they

accept that they purchase green packaged products

two to three times a month. Hence it can be concluded

that Occasional buying from the 26 to 45 age group

members are in the majority, and the one who does

not buy more could be targeted to motivate them to

purchase such products.

Table 3 represents data regarding green package

purchasing in terms of the education level of the

respondents who participated in the study majority

40.1% were graduate and above degree holders who

claimed that they occasionally buy, followed by

15.9%, 2-3 times in a month, 13. 8 % said they buy

weekly and 4.3% daily. 8.2% of undergraduates also

claimed that they usually buy occasionally such

packaging products. It is interesting to note that the

higher educated persons are the most frequent and

highest number of buyers than high school and

unschooled respondents.

Table 2. Buying frequency of purchase of green packaging products * Age (in Years) “Crosstab”

Age (in Years)

Total

18–25

26–35

36–45

46-55

56-65

>66

What is the

purchase

frequency

of green

packaging

products?

Daily

Count

0

4

2

12

% raw

0.00

%

1.70%

0.90%

5.20%

2–3

times a

month

Count

5

26

8

6

0

45

% raw

2.20

%

11.20%

3.40%

2.60%

0.00%

19.40%

Weekly

Count

2

18

12

4

2

4

42

% raw

0.90

%

7.80%

5.20%

1.70%

0.90%

1.70%

18.10%

Occasio

nal

Count

12

54

32

12

4

2

116

% raw

5.20

%

23.30%

13.80%

5.20%

1.70%

0.90%

50.00%

Never

Count

1

12

2

0

17

% raw

0.40

%

5.20%

0.90%

0.00%

7.30%

Total

Count

20

114

56

26

8

232

% within raw

8.60%

49.10%

24.10%

11.20%

3.40%

100%

% Column

100.%

100%

100.00%

100%

Source: By the Authors

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Table 3. Buying frequency of purchase of green packaging products * Education ‘Crosstab’

Education

Total

Unschooled

High

school

Undergraduate

>Graduate

What is

the

purchase

frequency

of green

packaging

products?

Daily

Count

2

0

10

12

% within

raw

0.9%

0.0%

4.3%

5.2%

2–3 times

a month

Count

0

2

6

37

45

% within

raw

0.0%

0.9%

2.6%

15.9%

19.4%

Weekly

Count

2

0

8

32

42

% within

raw

0.9%

0.0%

3.4%

13.8%

18.1%

Occasional

Count

0

4

19

93

116

% within

raw

0.0%

1.7%

8.2%

40.1%

50.0%

Never

Count

0

1

16

17

% of Total

0.0%

0.4%

6.9%

7.3%

Total

Count

4

6

34

188

232

% within

raw

1.7%

2.6%

14.7%

81.0%

100.0%

% Column

100.0%

Source: By the Authors

Table: 4. Frequency of purchase of green packaging product * Monthly income (In Riyal)

Monthly income (in

1Riyal)

Total

What is the purchase frequency

of green packaging products?

<

5000

5000-

10000

11000-

15000

16000-

20000

21000-

25000

>26000

Daily

Count

0

4

2

0

2

4

12

% within

raw

0.00%

1.70%

0.90%

0.00%

0.90%

1.70%

5.20%

2–3 times a

month

Count

10

16

8

10

0

1

45

% within

raw

4.30%

6.90%

3.40%

4.30%

0.00%

0.40%

19.40%

Weekly

Count

4

12

10

4

6

42

% within

raw

1.70%

5.20%

4.30%

1.70%

2.60%

18.10%

Occasional

Count

11

34

25

22

8

16

116

% within

raw

4.70%

14.70%

10.80%

9.50%

3.40%

6.90%

50.00%

Never

Count

2

4

7

0

17

% within

raw

0.90%

1.70%

3.00%

0.00%

7.30%

Total

Count

27

70

49

43

16

27

232

% within

raw

11.6%

30.20%

21.10%

18.50%

6.90%

11.60%

100.00%

% Column

100.%

100%

100.%

Source: By the Authors

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Table 4 indicates that the majority 14.70% of the

green product buyers were from the income group of

5000 to 10000 SR, followed by 10.80% of the

income group of 11000-15000SR who buy

occasionally and 9.50% from the 16000-20000SR

monthly income group. The table also revealed that a

very small percentage of people buy green package

products daily. More than 50% of the respondents

who bought the green packaging product were

between 5000-2000SR monthly income of the

consumers.

Hypothesis Testing (No.1 to No.4)

Hypothesis 1. (Ha): The buying frequencies of

green packaging products varied among the

consumer as well as varied gender wise.

Table 5 shows that the significance of Chi-

Square is 0.05, and for the significance of

symmetric measures such as Phi value,

Cramer's V, and Contingency Coefficient value

are 0.05, these all-tested significance values are

less than < 0.05, which means that there is the

difference in buying frequencies of green

packaging products varied among the consumer

as well as it varied gender-wise. Hence the

current alternative hypothesis will be accepted,

and it can be inferred that there is variation

among the opinion in consumers towards green

packaging products buying frequencies with the

gender of consumers. The result is consistent

with [37], while, [38], presented a weak

relationship between gender and green

consumer behaviour. In addition, the result

does not support the opinion stated by [30].

Hypothesis 2. (Ho): There is no association in

buying frequencies of green packaging products

among the consumer with age.

Table 5 shows that the significance of Chi-

Square is 0.045, and the significance of

symmetric measures such as Phi value,

Cramer's V, and Contingency Coefficient value

is 0.045, these all-tested significance values are

less than < 0.05, which means that there is

difference in buying frequencies of green

packaging products varied among the consumer

as well as it varied age-wise. Hence the current

null hypothesis will be rejected, and it can be

inferred that there is variation among the

opinion consumers towards green packaging

products buying frequencies with the age of

consumers.

Hypothesis 3. (Ho): There is no association in

buying frequencies of green packaging products

among the consumer with education wise

Table 5 shows that the significance of Chi-

Square is 0.006, and the significance of

symmetric measures such as Phi value,

Cramer's V, and Contingency Coefficient value

is 0.006, these all-tested significance values are

less than < 0.05, which means that there is

difference in buying frequencies of green

packaging products and varied among the

consumer education wise. Hence the current

null hypothesis will be rejected, and it can be

inferred that there is variation among

consumers' opinions towards green packaging

product buying frequencies with the education

of consumers.

Hypothesis 4. (Ho): There is no association in

buying frequencies of green packaging products

among the consumer with income wise

Table 5 shows that the significance of Chi-

Square is 0.012, and the significance of

symmetric measures such as Phi value,

Cramer's V, and Contingency Coefficient value

are 0.012, these all-tested significance values

are less than < 0.05, which means that there is

the difference in buying frequencies of green

packaging products varied among the consumer

as well as it varied income wise, hence the

current null hypothesis will be rejected, and it

can be concluded that there is variation among

the opinion in consumer’s towards green

packaging products buying frequencies with the

income of consumers.

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Table 5. Result of hypothesis testing (H5 to H8)

Cross analysis

Chi-Square Tests

Symmetric Measures

Hypothesis

Pearson

Chi-

Square

DF

Phi

value

Cramer's

V

Contingency

Coefficient

N of Valid

Cases

1. Ha: Buying

frequency

*gender

Value

9.497

4

0.202

232

Approx. Sig.

0.05

2. Ho: Buying

frequency

*Age

Value

31.867

20

0.371

0.185

0.348

232

Approx. Sig.

0.045

3. Ha: Buying

frequency *

Education

Value

27.628

12

0.345

0.199

0.326

232

Approx. Sig.

0.006

4. Ho: Buying

frequency *

Income

Value

37.035

20

0.4

0.2

0.371

232

Approx. Sig.

0.012

Source: By the Authors

4.3 Source of Information about the Green

Packaging

Table 6. Sources of Information

Freq.

%

Directly from the

product label

118

39.464

From the

information

campaigns of

producers and

merchants

65

21.74

From the internet

110

36.789

Other:

6

2.007

Total

299

Table 7. Sources of Information - Chi-Square

Tests

Value

df

Asymp.

Sig. (2-

sided)

Pearson Chi-

Square

11.396

4

.022

N of Valid

Cases

232

Symmetric Measures

Value

Approx.

Sig.

Nominal by

Nominal

Phi

.222

.022

Cramer's

V

.222

.022

N of Valid Cases

232

Table 6 indicates that the information sources

towards the green packaging product received

directly from the product labels (39.46%); the result

is consistent with [21], followed by the internet

(36.79%) it has consistency with the study, [20].

Third, information sources are the campaign of

producers and merchandisers (21.74%) and other

sources (2%), respectively. The chi-square and phi

values have been predicted through Table 7, along

with observing the Cramer's V value. In this context,

Pearson's chi value has come out to be 11.396, and it

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is significantly high to create a firm reliance between

the chosen components. Cross-tabulation has been

used in this case as it makes the analytical result

valid and easier to perform through preliminary

study, [39].

Hypothesis 5. (Ha): There is a difference in opinion

among the respondents in receiving the sources of

information for the ecological/ green packaging

products.

Table 7 shows that the significance of Chi-Square is

.022, and the significance of symmetric measures

such as Phi value, Cramer's V, and Contingency

Coefficient value is .022; these all-tested

significance values are less than < 0.05.

Additionally, the test value has been mentioned to be

0.22 and shows a lower to moderate connection

between these two elements. Hence, it is proved that

there are variations in the sources of information the

consumer receives regarding green packaging, and

an alternative hypothesis has been accepted.

Consumers' information regarding green packaging

must come from a valuable source, [40]. The

stakeholders must take care of the sources of

information for the sustainable information “directly

from the product label” followed by “internet

source” and “from the information campaigns of

producers and merchants” were the most acceptable

sources, respectively, and it has a greater impact on

the consumer regarding sustainable packaging

information. As a result, the idea of generating a

sustainable atmosphere can be promoted with better

activities among residents using such an approach.

5 Discussion

The study has depicted an analytical dimension

through descriptive statistics and data representation.

The analysis has been conducted to observe the

environmentally supported green packaging product

buying habits and knowledge sources of customers.

According to [3], green packaging has become a

better option for having a sustainable development

process regarding the environment of several

different countries. Moreover, using natural resources

has advantages and disadvantages, which must be

discovered during the study. Education about

consumer green packaging has also been evaluated to

encourage more utilization, [41]. The statistical tests

have proven the propositions in the study and

measured the relatedness of the variables. The result

indicates that sustainability management in

packaging helps protect the environment. According

to [1], the customer prefers better packaging that

shows better presentation and maintains the

environmental assets. Contrastingly, [42], has argued

that sustainability is important enough for

maintaining customers buying behaviour along with

a competitive position in the market. The occasional

buying of green packaging products was a priority,

followed by two to three times a month of a buying

frequency were second place. It has come to be

known that most respondents (aged 26–35 years)

appealed that they buy such packages occasionally,

followed by 36-45 years of age. It is good to note that

green packaging product buying is associated with

educational qualifications. More than 50% of the

respondents who bought the green packaging product

were between 5000-2000SR monthly income of the

consumers. In the study, it is revealed that there is

variation among the opinion in consumers towards

green packaging products buying frequencies with

the income of consumers. In addition, the result

indicates that the information sources towards the

green packaging product received directly from the

product labels; the result is consistent with the study

done by [21], the second highest reported

information sources were through the internet, and

third, the following information sources are the

campaign of producers and merchandisers. The

hypothesis test found variations in the sources of

information and knowledge received regarding green

packaging that is consistent with the previous study,

[20].

6 Conclusion

The study has demonstrated the relationship between

green packaging by analyzing the green packaging

product buying habits and knowledge sources toward

green packaging of consumers. A cross-sectional

study has been performed using primary data by

performing descriptive statistics based on the

demographic profile of the respondents. In addition,

the information and knowledge sources about the

green packaging product; consumers received

directly from the product labels has the first rank of

the sources; the result shows consistency with the

study done by [21]. The second highest knowledge

and information source were through the internet,

[20], and the third position was the campaign of

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DOI: 10.37394/232015.2023.19.37

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E-ISSN: 2224-3496

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Volume 19, 2023

producers and merchandisers as green information

sources. Regarding the hypothesis selected in the

study, Pearson Chi-Square, phi value, Cramer's V,

and Contingency Coefficient value have also been

used to know the association cross-sectionally, which

has generated additional knowledge regarding the

factors corresponding with the study's findings. It is

found that there is significant variation in the buying

frequency of green packaging products among the

consumer at cross-sectional levels demographically,

such as with genders, ages, education, and income

levels of consumers.

Moreover, it has been noticed that the low-income

group is always price sensitive; in green packaging

products buying due to their price sensitiveness, they

have very low-frequency purchases among the

respondent surveyed. Therefore, it is advised that to

achieve sustainable goals; marketers must provide

green packaging products that are approachable to all

consumers. The government should monitor it and

make sure to be available within the buying tactic to

consumers. The test also indicates variations in the

sources of information and knowledge received

regarding green packaging that is consistent with the

previous study, [20]. Therefore, all the stakeholders

should consider priorities to take steps to achieve

sustainable development goals. In addition, the

consumer should be motivated through an awareness

program and informing the benefit of using the green

packaging product. To keep our environment

sustainable by providing accurate information on

product labels, using web technology such as social

media and websites will keep consumers updated,

driving green packaging product use in their normal

life need. It is also suggested, especially for

policymakers, that they should take a certain step to

use green packaging for the product wherever it is

applicable as this is one of the major attributes of the

product that will help manage environment friendly

and achieve the SDGs goals speedier.

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Contribution of Individual Authors to the

Creation of a Scientific Article (Ghostwriting

Policy)

The authors equally contributed in the present

research, at all stages from the formulation of the

problem to the final findings and solution.

Sources of Funding for Research Presented in a

Scientific Article or Scientific Article Itself

No funding was received for conducting this study.

Conflict of Interest

The authors have no conflict of interest to declare.

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