Eco-Friendly Packaging in the Digital Age: Strategies for Sustainable Branding and Consumer Engagement

• Published in: International Journal For Multidisciplinary Research Vol. 6; no. 4
• Main Authors: -, Twinkle K Antony, -, Suseela K S, -, Saneesh Kumar, -, Monisha Thomas, -, Y Mary Stella
• Format: Journal Article
• Language: English
• Published: 25.07.2024
• ISSN: 2582-2160; 2582-2160
• DOI: 10.36948/ijfmr.2024.v06i04.25185

With growing environmental concerns and increasing consumer awareness, eco-friendly packaging has become a crucial element of green marketing strategies. This study explores the role of eco-friendly packaging in the digital age, emphasizing its significance for sustainable branding and consumer engagement. By leveraging insights from green marketing literature and consumer behavior research, this research examines the impact of eco-friendly packaging on consumer perceptions, attitudes, and purchase intentions. Additionally, it investigates how digital platforms and social media can enhance the visibility and effectiveness of eco-friendly packaging initiatives, fostering deeper connections between environmentally conscious brands and their target audiences. Employing a mixed-methods approach, including quantitative surveys and qualitative interviews with consumers and marketing practitioners, the study identifies key drivers and barriers to consumer acceptance of eco-friendly packaging. Furthermore, it uncovers innovative strategies and best practices for designing, promoting, and implementing sustainable packaging within digital marketing ecosystems. The findings provide valuable insights and practical recommendations for marketers and sustainability professionals aiming to integrate eco-friendly packaging into green marketing strategies, thereby promoting environmentally sustainable consumption patterns and enhancing brand competitiveness in today’s eco-conscious marketplace.