A STUDY ON CONSUMERS' ATTITUDE TOWARDS GREEN PACKAGING(WITH SPECIAL REFERENCE TO FOOD AND BEHERAGE CATEGORIES IN KANDY DISTRICT'S SUPERMARKETS))

Abstract

Green packaging has emerged as a crucial strategy for businesses to address environmental concerns and meet consumers' growing demand for sustainable products. This study aims to investigate consumers' attitudes towards green packaging in the food and beverage categories, focusing on super markets in the Kandy district of Sri Lanka. A quantitative approach was employed, using a structured questionnaire to collect data from a sample of 200 consumers based on convenience sampling method. The study examined the influence of product characteristics, environmental concern, and government role on consumers' attitudes towards green packaging The analysis done by using SPSS version 25. The findings reveal that all three factors have a significant positive impact on consumers' attitudes, with government role having the strongest influence. The study contributes to the literature on green consumer behavior and sustainable packaging, providing valuable insights for businesses and policy makers. The results suggest that businesses should develop green packaging solutions that balance environmental friendliness with functional and economic considerations, while policymakers should implement regulations and incentives to encourage sustainable packaging practices. Raising environmental awareness among consumers through education and communication campaigns is also crucial' The study's limitations include its focus on a specific geographic area and the use of a quantitative methodology, which may not capture the full depth of consumers' perceptions. Future research should explore additional factors influencing green packaging attitudes, investigate the effectiveness of intervention strategies. and conduct longitudinal studies to track changes in consumer behavior over time.