Abstract
This study was conducted with the aim of assessing the impact of eco-friendly packaging (EFP) on consumer buying behaviour in India. The data were collected from the respondents selected randomly within the city of Mumbai. The views of the respondents belonging to different age groups, gender, income and education levels were analyzed. The findings of the study revealed that the product packaging was an important parameter for a majority of consumers while selecting a product. They knew that packaging was increasingly becoming a nuisance as it added to the solid waste. However, it was found that awareness level of consumers about EFP was not high. A significant correlation was observed among awareness of EFP, education and income levels. Consumers, in general, feel the need to have EFP but most of them were not willing to pay extra cost for the ‘greener products’ carrying it.
