Impact of Sustainable Circular Packaging Design on Consumer Sustainability Perception and Purchase Decision

The present study examined the impact of sustainable circular packaging design on consumer sustainability perception and purchase decision among 277 FMCG consumers in Bangalore. The findings confirm that sustainable circular packaging design plays a significant role in influencing consumer purchase decisions in the FMCG sector. Consumers increasingly prefer products packaged with environmentally friendly materials and respond positively to sustainability-related packaging attributes such as eco-labels, green certifications, and reusable packaging. The multiple regression analysis confirms that sustainable circular packaging significantly contributes to purchase decisions (R² = 0.300, p < 0.001), with sustainability labels and green certifications emerging as the most influential factor, followed by perceived brand environmental commitment and willingness to recommend. These findings suggest that sustainable packaging is not only an environmental initiative but also a strategic marketing tool capable of strengthening brand image, enhancing consumer trust, and encouraging responsible purchasing behaviour. FMCG companies should therefore increase the use of recyclable, reusable, and biodegradable packaging materials, prominently display sustainability labels and recognised green certifications, and clearly communicate their environmental commitment through packaging design and product information. Consumer awareness campaigns can further educate buyers about the benefits of circular packaging, while companies should balance sustainability with functionality, convenience, and visual appeal to encourage wider acceptance. Continued investment in innovative circular packaging solutions, supported by policy incentives and industry awareness programmes, can help FMCG companies integrate circular packaging practices into their overall business strategy to achieve long-term environmental sustainability while meeting evolving consumer expectations. Overall, this study contributes to the growing body of literature on sustainable marketing, consumer behaviour, and circular economy practices by providing empirical evidence from an emerging urban market in India. The findings offer practical insights for FMCG manufacturers, marketers, and policymakers seeking to design packaging strategies that support both business performance and environmental sustainability objectives.  

Ashwini, D. Y., & Moodbidri, S. (2026). Trust-enabled drivers of Gen Z consumers' willingness to pay for sustainable packaging: An extended TRUST-PACT model. Frontiers in Sustainability, 7. https://doi.org/10.3389/frsus.2026.1762826 Vig, S., & Tewary, T. (2026). Eco-consciousness and self-image congruence as predictors of circular purchase intention among young Indian consumers. Discover Sustainability, 7. https://doi.org/10.1007/s43621-026-03043-w Trikha, M. (2026). An empirical study on consumer awareness and behavior towards sustainable packaging in the FMCG sector. International Journal of Latest Technology in Engineering Management & Applied Science, 15(5), 224–237. https://doi.org/10.51583/IJLTEMAS.2026.150500022 Rani, M., & Meet, R. K. (2026). From plastic to purpose: A decade of evolution in consumer buying behavior towards environment-friendly packaging (2015–2025). Journal of Sensory Studies. https://doi.org/10.1111/joss.70108 Ghosh, A. (2026). Unveiling consumer behaviour towards organic packaged food products using structural equation modeling. British Food Journal. https://doi.org/10.1108/BFJ-09-2025-1161 Herbes, C., Beuthner, C., & Ramme, I. (2020). How green is your packaging? A comparative international study of cues consumers use to recognize environmentally friendly packaging. International Journal of Consumer Studies, 44(3), 258–271. https://doi.org/10.1111/ijcs.12560 Testa, F., Iovino, R., & Iraldo, F. (2020). The circular economy and consumer behaviour: The mediating role of information seeking in buying circular packaging. Business Strategy and the Environment, 29(8), 3435–3448. https://doi.org/10.1002/bse.2587 Espineda, M. N., Banocnoc, A. H., & Cababahay, J. C. (2026). An empirical study on the influence of sustainable packaging on consumer behavior. Discover Sustainability, 7, 379. https://doi.org/10.1007/s43621-026-02886-7 Kozik-Kołodziej, N. (2026). Consumer attitudes and perceptions toward sustainable packaging: A systematic literature review. Sustainability, 18(3), 1235. https://doi.org/10.3390/su18031235 Foo, Y. J., Lin, S. X., & Hon Wei, L. (2026). Factors affecting the consumer intention to purchase products with sustainable packaging in the e-commerce industry. Operations and Supply Chain Management, 19(2), 199–209. https://doi.org/10.31387/OSCM0650515