Role of Sustainable Packaging in Customer Engagement and Firm Performance in India: An Empirical Study

Abstract

Sustainable packaging is essential for customer engagement and firm performance in the Indian context. Companies choose sustainable packaging to fulfil regulations, decrease costs, and adapt to evolving customer tastes. Sustainable packaging beats conventional packaging. When making a purchase, customers are drawn to sustainable packaging purchases. Today, the most common determining factors when purchasing are the eco-friendly packaging materials and techniques used to create the product. This shift shapes demand, improves the image, and sets firms apart. Companies that can communicate their sustainability efforts effectively see increased customer engagement. Brands that utilize eco-friendly packaging are seen as more responsible by consumers, making consumers more willing to trust and support them. Customers who receive excellent service or experiences will likely return, become highly satisfied, and promote the brand through word-of-mouth. Brands that use biodegradable packaging want to attract special interests and use marketing techniques to ensure brands are making a difference on the planet in addition to their bottom line, forming a tighter bond with customers. Sustainable packaging, therefore, also influences firm performance. Cost reductions stem from minimizing material consumption, streamlined supply chains, and waste elimination. The research attempts to establish a relationship between sustainable packaging, consumer perception, and firm performance in India. It explores how companies' approaches to sustainability are integrated into their packaging strategies and how sustainability, in turn, influences consumer trust and profitability. A sample of 247 was collected from customers in different Sector. The factors that show the role of Sustainable Packaging in Customer Engagement and Firm Performance in India are Customer Engagement, Firm Performance, Consumer Awareness and Preferences, and Cost and Economic Factors.