Decoding eco-purchases: the interplay of green packaging, environmental awareness and brand image

Rajesh Moharana, Himanshi Garg and Sonalika Sarangi

Chapter 17 in Handbook on Artificial Intelligence and the Circular Economy, 2026, pp 257-277 from Edward Elgar Publishing

Abstract: With an emphasis on environmental awareness, sustainable packaging, and the consumers’ willingness to pay, the current study seeks to investigate the factors that affect consumer decisions regarding the purchase of eco-friendly products. This research aims to elucidate the connection among these factors and the influence of green brand image as a mediating factor on consumer behavior within India's green marketing realm. Employing a convenience sampling method, this study allows for data gathering from a group of 500 respondents located in India. Using Smart PLS and SPSS, the analytical processes evaluate the correlations among environmental awareness, green packaging, willingness to pay, and their resulting impact on consumer purchase decisions on eco-friendly products. This study especially examines the mediating role of green brand image in this particular setting. The findings reveal a significant impact of environmental awareness on consumers’ decisions to purchase green products, indicating its crucial role. Conversely, green packaging exhibits a relatively minor influence on buying behavior. Moreover, the desire to pay for environmentally friendly products is recognized as a key factor in predicting purchase behavior. By exploring the intricate relationships between environmental concerns and consumer perceptions, this study provides valuable insights into the complexities of green marketing. By highlighting the essential role of environmental consciousness and the secondary, albeit significant, impact of green packaging, the study contributes to the existing literature. These results offer actionable recommendations for businesses aiming to enhance their sustainability initiatives and develop effective green marketing strategies.

Keywords: Green marketing; Environmental awareness; Sustainable consumption; Green packaging; Green brand image; Green product purchase decision (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035343379
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