Impact of Visual and Verbal Elements of Eco-Friendly Packaging on Consumer Buying Behavior

Abstract

Designing an eco-friendly offering for the market needs a thorough understanding of the nature of eco-friendly consumers. However, organizations are merely concerned about the impact of eco-friendly packaging on purchasing behavior of the consumer without considering the main elements demanded by consumers in detail. Hence, organizations spend many resources on ecofriendly packaging without emphasizing the effect of packaging elements on consumer buying decisions that ultimately yield low profits with foreseeable environmental threats. The absence of concrete results published in this regard, especially concerning the Sri Lankan context accelerates this negative impact. Therefore, the present research examines the effect of visual and verbal elements of eco-friendly packaging on consumer buying behavior with special reference to dairy products while considering visual and verbal as the main packaging elements and dairy products as the main product category.