Rethinking Packaging: A Study of Global Consumer Brand Strategies for Sustainability

Norashikin Adam, Ngau Duo Seng, Norzahidah Yacob and Wan Rasyidah Wan Musa
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Norashikin Adam: Faculty of Business Management, University Technology MARA (UiTM), Malaysia
Ngau Duo Seng: Faculty of Business Management, University Technology MARA (UiTM), Malaysia
Norzahidah Yacob: Faculty of Business Management, University Technology MARA (UiTM), Malaysia
Wan Rasyidah Wan Musa: Faculty of Business Management, University Technology MARA (UiTM), Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 9, 6357-6364

Abstract: This study examines the relationship between sustainable packaging practices, the usage of biodegradable or recyclable materials, and innovative packaging technologies with environmental performance of global consumer brands. It outlines how these approaches together reduce carbon footprints, reduce waste, and advance the concept of the circular economy-all elements of growing consumer and regulatory pressures for sustainability. The results showed that sustainable packaging practices result in trust and loyalty of the brands; biodegradable materials reduce waste whereas innovative packaging technologies help improve the business and benefit the environment. While the economic implications and supply chain setbacks are acting as inhibiting factors, such steps will help the global consumer brands reach the road to long-term success in an evolving market. This research underlines that collaboration and innovation are absolutely necessary for meaningful environmental impact.

Date: 2025
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