ManuScript Details
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Paper Id:
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IJGRD1017
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Title:
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ANALYZING GEN Z CONSUMER PREFERENCES OF SUSTAINABLE PACKAGING IN FMCG PRODUCTS
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
ISSN Applied |
| Volume / Issue: |
Volume 1 Issue 3 |
| Pages: |
10
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| Published On: |
6/11/2026 9:51:33 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr.Ranjith Somasundaran Chakkambath |
| Institute: |
AMITY KOCHI |
Co - Author Details
| Author Name |
Author Institute |
| Dr.Shamsi Sukumaran |
AMITY KOCHI |
| Neha Saji |
AMITY KOCHI |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Gen Z; sustainable packaging; FMCG; consumer preference; factor analysis; India |
| Abstract: |
Sustainable packaging has emerged as a critical differentiator in the Fast-Moving Consumer Goods (FMCG) sector, particularly among younger demographics who demonstrate heightened environmental awareness. This study examines Gen Z consumers' preferences for sustainable packaging in FMCG products, focusing on two key objectives: identifying the factors that influence their purchase decisions and assessing their willingness to pay a premium for environmentally friendly packaging. Primary data were collected from Gen Z respondents in urban and semi-urban India using a structured questionnaire, and analyzed using descriptive statistics, chi-square tests, and factor analysis. The relevance of this study lies in its potential to bridge the gap between sustainability awareness and actual purchase behaviour, providing empirical insights for FMCG companies operating in emerging economies where cultural, economic, and regulatory contexts differ from Western markets. The findings reveal that transparency and genuine environmental commitment, along with clean and easy design, emerge as the strongest predictors of sustainable packaging preference. Nevertheless, price sensitivity and lack of awareness present significant barriers to adoption. The study recommends that FMCG brands prioritize authentic sustainability communication, minimalist design aesthetics, and targeted awareness campaigns to effectively engage Gen Z consumers and translate environmental values into consistent purchasing behaviour. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr.Ranjith Somasundaran Chakkambath, Dr.Shamsi Sukumaran, Neha Saji, "ANALYZING GEN Z CONSUMER PREFERENCES OF SUSTAINABLE PACKAGING IN FMCG PRODUCTS", International Journal of Global Research and Development,
vol. 1, no. 3, pp. 28-37, 2026.
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MLA
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Dr.Ranjith Somasundaran Chakkambath, Dr.Shamsi Sukumaran, Neha Saji "ANALYZING GEN Z CONSUMER PREFERENCES OF SUSTAINABLE PACKAGING IN FMCG PRODUCTS." International Journal of Global Research and Development,
vol 1, no. 3, 2026, pp. 28-37.
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APA
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Dr.Ranjith Somasundaran Chakkambath, Dr.Shamsi Sukumaran, Neha Saji (2026). ANALYZING GEN Z CONSUMER PREFERENCES OF SUSTAINABLE PACKAGING IN FMCG PRODUCTS. International Journal of Global Research and Development,
1(3), 28-37.
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ANALYZING GEN Z CONSUMER PREFERENCES OF SUSTAINABLE PACKAGING IN FMCG PRODUCTS
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