SUSTAINABLE PACKAGING STRATEGIES: SOLUTIONS TO REDUCE ENVIRONMENTAL IMPACT

Abstract

Purpose: This study aims to investigate the effectiveness of marketing strategies in promoting sustainable packaging solutions, with a focus on reducing environmental impact and meeting consumer demands for eco- friendly products.

Design Methodology: A comprehensive literature review was conducted to explore existing research on green packaging strategies, consumer behavior patterns, and the environmental implications of packaging materials. By examining critical aspects of these topics, the study offers a detailed understanding of the challenges and opportunities in marketing sustainable packaging solutions.

Findings: The literature review revealed a growing interest among consumers in sustainable packaging solutions, yet several obstacles impede widespread adoption. These barriers include consumer perceptions, cost considerations, and regulatory constraints. However, innovative marketing tactics such as eco-labeling, compelling storytelling, and strategic brand partnerships have demonstrated the potential to drive consumer acceptance and adoption of sustainable packaging. Finally, a conceptual framework of marketing strategies for sustainable packaging strategies is developed based on a literature review.

Originality: This study contributes to the understanding of how marketing strategies can influence consumer behavior towards sustainable packaging choices. By synthesizing existing literature and identifying emerging trends, it offers insights into novel approaches for businesses to effectively market sustainable packaging solutions and contribute to a more environmentally conscious ecosystem.