Journal of Environmental Biology

From perception to purchase intention: Driving sustainable food packaging adoption to combat environmental pollution

A. Sharma¹, S. Kundu², B.K. Sharma²*, S. Soni² and K. Chauhan²     

¹Research and Development Cell, Sri Balaji University, Pune-411 033, India

²Department of Management, Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Pune-412 115, India 

Received: 24 October 2025                   Revised: 02 February 2026                   Accepted: 28 February 2026

*Corresponding Author Email : sharma.bhuvanesh86@gmail.com                    *ORCiD: https://orcid.org/0000-0002-8133-6758

Abstract

Aim: To investigate consumer intention towards purchasing sustainably packaged food items under influence of consumer attitude formed through intrinsic factors such as brand trust, environmental concern, and personal innovativeness, alongside extrinsic factors including social influence, price value, product labelling and perceived behavioural control.

Methodology: A conceptual framework was developed, and hypotheses were formulated by extending the Theory of Planned Behaviour to examine how the factors such as brand trust, environmental concern, and personal innovativeness affect Indian consumers’ intention to buy sustainably packaged food products. This research was carried out in India via a self-administered online questionnaire survey method with 273 participants aged between 18 and 60 years.

Results: The study identifies that environmental concern, social influence, product label and perceived behavioural control significantly influence positive attitude formation, and subsequent information development towards sustainably packaged food in Indian context. Although brand trust, perceived innovativeness, and price value positively influence purchase intention development, the effects were found to be non-significant.

Interpretation: The study finds that attitude, environmental concern, and peer influence drive Indian consumers’ sustainable packaging choices. However, low trust due to greenwashing, value-based motives, and cost barriers limit behavior. Clear labeling, transparency, awareness campaigns, and incentives can bridge the intention–behavior gap, promoting trust and adoption of eco-friendly packaging amid concerns about plastic waste and affordability.

Key words: Greenwashing, Recycling, Sustainable food packaging, Theory of planned behaviour

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