Rethinking Packaging: A Study of Global Consumer Brand Strategies for Sustainability

Rethinking Packaging: A Study of Global Consumer Brand Strategies for Sustainability

Norashikin Adam, Ngau Duo Seng^*, Norzahidah Yacob, Wan Rasyidah Wan Musa

Faculty of Business Management, University Technology MARA (UiTM), Malaysia

*Corresponding author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.909000520

Received: 10 September 2025; Accepted: 16 September 2025; Published: 16 October 2025

ABSTRACT

This study examines the relationship between sustainable packaging practices, the usage of biodegradable or recyclable materials, and innovative packaging technologies with environmental performance of global consumer brands. It outlines how these approaches together reduce carbon footprints, reduce waste, and advance the concept of the circular economy-all elements of growing consumer and regulatory pressures for sustainability. The results showed that sustainable packaging practices result in trust and loyalty of the brands; biodegradable materials reduce waste whereas innovative packaging technologies help improve the business and benefit the environment. While the economic implications and supply chain setbacks are acting as inhibiting factors, such steps will help the global consumer brands reach the road to long-term success in an evolving market. This research underlines that collaboration and innovation are absolutely necessary for meaningful environmental impact.

Keywords: Sustainable packaging, Biodegradable materials, Recyclable materials, Innovative packaging technologies, Environmental performance.

INTRODUCTION

With the rise in environmental awareness across the world, sustainability has come to the forefront of customer expectations and therefore business strategy. Of these, eco-friendly packaging is considered a critical area of attention by international consumer firms. Packaging, integral to modern commerce, contributes much to environmental deterioration through unwanted wastes, depletion of resources, and pollution. Through this, consumers are pressing brands harder to rethink their package designs and materials, favoring eco-friendly practices.

From materials assumed to be ecology-friendly, creative packaging design, productive methods of manufacturing to reduce environmental impact; all go into sustainable packaging. This is due to consumer demands and a legislative motive force in regard to wrappings waste like the Circular Economy Action Plan of the European Union, or regional restrictions up to single way plastic use, that the firms have started moving to adopting sustainable packaging: first for gaining a better position in the marketplace and secondly, as a tool for ensuring compliance.

This research explores changes in packaging practices by major consumer brands towards sustainable options. The paper intends to assess the impact on brand and environmental metrics, discuss the adoption of sustainable packaging practices, and highlight areas that need further development. This study reviews the various developments in the context of extracting lessons for how companies can meet customer expectations while aligning their packaging approaches with sustainability objectives. These will contribute to the greater discussion related to the development of the circular economy.

One of the issues found from this research is environmental degradation. Packaging has emerged as a critical barrier to sustainability efforts, given that it contributes much to pollution, landfill waste, and resource depletion. Other than that, is customer demand. Increasingly, customers who have become more conscious of environmental concerns are pressuring manufacturers to adopt environmentally friendly packaging. The statistic found by the Ellen MacArthur Foundation, reveals that only 14% of over 78 million tons of plastic packaging produced every year in the world is recycled. Apart from that, according to the World Bank, they estimate that 3.9 billion tons of municipal garbage will be produced yearly by 2050, with a sizable amount coming from packaging waste.

The lack of sustainable solutions is one of the problems found in this research. Companies are looking at green packaging solutions, but the price is high, and scalability and material innovation remain as big hurdles. Moreover, regulatory compliance is also a part of the problem, where firms feel the pressure for innovation due to increasingly strict international regulations, such as the ban on single-use plastics, which necessitates rapid adaptation. The present study has acquired much importance in the background of the emerging global crisis of the nature of our environment, mainly the overlying contribution to pollution and resource depletion caused by packaging wastes. Consumer brands, as important players in the manufacture and distribution of consumer goods, have to speed up their remodeling in order to remain competitive and sensitive to the environmental concerns linked to the increase in customer demands for eco-friendly activities, coupled with a rise in regulatory frameworks aimed at unsustainable packaging.

Despite the increased interest in the sustainability agenda, many questions remain unanswered with regard to the strategies of multinational consumer firms in successfully adopting sustainable packaging options. These knowledge gaps relate to overcoming financial and technological barriers, following the different regional laws, and climbing up without sacrificing customer pleasure and profitability. This research addresses a critical need to identify best practices, assess the effectiveness of sustainability initiatives, and make recommendations for practical solutions by examining the strategies employed by the international consumer companies. In addition to informing the more general goals of reducing environmental impact and moving toward a circular economy, the findings will contribute to further industry-wide progress toward a sustainable packaging.

This study will first is to determine the relationship between sustainable packaging practices and the environmental performance of global consumer brands. Secondly, to determine the relationship between sustainable packaging practices and the environmental performance of global consumer brands. Next, to analyze the relationship between the usage of biodegradable or recyclable materials and the environmental performance of global consumer brands. Lastly. to investigate the relationship between innovative packaging technologies and the environmental performance of global consumer brands.

LITERATURE REVIEW

Sustainable packaging is the design and use of packaging solutions that meet the practical requirements of protecting, preserving, and transporting products with a minimal adverse impact on the environment. The concept also fits within broader sustainability goals, such as reducing waste, a circular economy, and minimizing the use of resources. New materials, design approaches, and manufacturing methods are some of the key elements that comprise sustainable packaging and may help solve environmental problems.

Eco-friendly materials are one of the features of sustainable packaging. These include renewable resources like bamboo and hemp, materials with recycled content like paper or plastics, and biodegradable or compostable materials such as PLA, a polylactic acid made from plant starches. Besides, eco-design principles for example, a lightweight design to minimize material consumption-streamline packaging for recycling and develop reusable solutions that extend the life cycle of materials, are integral to sustainable packaging.

The various problem of current packaging has risen to drive sustainable packaging forward. For instance, environmental issues such as packaging waste being one of the great contributors to pollution and resource depletion that create demand for creative solutions. Then again, the trend has further accelerated by consumers that demand for eco-friendly practices, especially as people begin favoring firms for putting sustainability first. Secondly, legislative frameworks, including EPR legislation, have banned single-use plastics; thus, companies cannot operate without reducing packaging wastes. From a business perspective, sustainable packaging offers various business opportunities that allow companies to make their brands more distinctive, increase customer loyalty, and enhance business competitiveness.

However, this transition to sustainable packaging is not all smooth sailing. High costs for sustainable materials and production processes are major deterrents, along with the technological barriers: limited recycling infrastructure, for example. Furthermore, the lack of standardization in global recycling systems and regulations makes it difficult for multinational brands. These challenges are a further call for more innovation and collaboration to achieve wide-scale adoption.

The objective of the paper is to looking ahead, materials innovation will be the future of sustainable packaging, including bio-based and carbon- negative materials, coupled with smart packaging that integrates digital technologies to improve tracking and recycling. It will take collaboration between industries, governments, and NGOs to establish standards and drive for innovation. Consumer education about proper disposal practices and awareness of the benefits derived from sustainable packaging will be equally important. The main steps toward solving global environmental problems does include sustainable packaging. It will enable organizations to reduce their ecological footprint, improve their adherence to regulatory policies, and meet the growing consumer expectations. As industries continue to innovate and collaborate, sustainable packaging will be at the forefront in shaping a better future.

The environmental performance of global consumer brands reflects the ability of the company to implement policies that reduce the environmental impact and improve sustainability by reducing greenhouse gas emission, improving packaging efficiency, and using renewable energy sources. These actions show how brands are committed to solving environmental problems while enhancing their brand and fulfilling their corporate social responsibility. Thus, the summary of the definitions of environmental performance of global consumer brands are as follows.

According to Taryn and Yan (2019), environmental performance refers to a company’s efforts to reduce its environmental impact through sustainable practices, such as minimizing resource consumption and emissions. Moreover, environmental performance encompasses the actions and outcomes of a company’s environmental management practices, including waste reduction, energy efficiency, and sustainable resourcing as reported by Kan et al. (2017). Similarly, environmental performance is defined as the extent to which a company implements practices that reduce environmental harm, such as using renewable energy and reducing waste (Johannes et al., 2013). In addition to that, Anna et al. (2023) stated that environmental performance involves a company’s initiatives to minimize its ecological footprint through sustainable practices and resource management. Lastly, environmental performance refers to the measurable outcomes of a company’s environmental policies and practices, including reductions in carbon emissions and waste generation (Matthias et al., 2021).

The sustainable packaging practices involve strategies to reduce the environmental impact of packaging throughout its life cycle. It includes designs that are friendly to the environment, production techniques that minimize waste and resource usage, and lastly the usage of renewable materials. This is in order to fulfill the needs of consumers and regulators while solving environmental problems by integrating packaging techniques with sustainability objectives. Thus, the summary of the definitions of sustainable packaging are as follows.

Packaging materials are said to be sustainable if the usage of virgin resources is reduced and if post-consumed materials are recyclable or reusable from readily available materials (Idowu et al., 2022). Furthermore, Dörnyei et al. (2020) claimed that sustainable food packaging is defined as packaging that ensures food safety and functionality while minimizing environmental impact throughout its lifecycle, from production to disposal. Besides that, sustainable packaging is an umbrella term referring to different packaging-related operations at various levels of supply chains, aiming to reduce environmental impact and enhance resource efficiency (Lekesizturk et al., 2022).

Likewise, Omobolanle and Stella (2021) also said that sustainable packaging is characterized by materials that are biodegradable, recyclable, and perceived as natural, aligning with consumer expectations for eco-friendly products. Lastly, Natalia (2020) reported that sustainable packaging involves the use of ecological friendly materials and processes that minimize environmental impact, aiming to meet current needs without compromising the ability of future generations to meet theirs. The growth of sustainable packaging practices is considered one of the most essential factors for improving the environmental performance of global consumer brands. The replacement of old materials with environmentally friendly ones, design optimization and utilization for fewer resources can help the brands minimize their ecological footprints considerably. Thus, the summary of the relationship between sustainable packaging and environmental performance of global consumer brands are as follows.

Firstly, Idowu & Yskandar et al. (2022) collectively wrote a literature review in South Africa and France that focuses on how packaging materials affect the environment and stresses the need for sustainable packaging options. Secondly, in countries such as Canada, UK, USA and Nigeria, Ayodeji, and Oluwaseun et al. (2023) together wrote a review of sustainable packaging innovations that explains how Health, Safety, and Environmental (HSE) in the FMCG industry are influenced by sustainable packaging. Thirdly, Priyanshi and Dr. Manoj (2022) conducted an analysis of consumer surveys and case studies in India which they discovered that using sustainable packaging into brand strategy improves company reputation and customer loyalty. Next, in Spain, Gonzalo, María C., Alfredoa and Raúl (2021) orchestrate a literature review that discusses how green packaging techniques affect brand strategy and customer behavior.

Lastly, Rui and Irfan et al. (2023) did an empirical study in Pakistan that demonstrates how multimodal packaging can improve customer engagement and how green packaging positively affects environmental sustainability. The conversion from traditional, nonbiodegradable packaging to the usage of biodegradable and recyclable materials involves organically degradable substitutes or materials that can be recycled within the new production cycles. Therefore, this method would not form piles of waste, nor using up scarce resources. Indeed, they are at the heart of various sustainable packaging initiatives in the view of circular economy and waste reduction policies. Thus, the summary of the definitions of the usage of biodegradable and recyclable materials are as follows.

Biodegradable materials are substances that can be broken down by microorganisms into natural elements, reducing environmental impact as stated by Song et al. (2009). Aya Samir et al. (2022) also claimed that biodegradable polymers are materials that decompose through natural processes, offering an eco-friendly alternative to traditional plastics. Similarly, biodegradable plastics are materials that can be broken down by microorganisms into natural substances, offering an alternative to conventional plastics (Yingxue and Markus, 2024). Moreover, Andreas and Ioannis (2023) reported that biodegradable packaging materials generally comprise a solution to the environmental problem caused by the consecutive use of conventional packaging materials (petroleum-based materials) even though these have a high cost. Lastly, Song et al. (2009) said that biodegradable packaging materials are designed to break down through natural processes, such as microbial activity, thereby reducing environmental impact and dependence on petrochemical-based plastics.

The application of biodegradable or recyclable materials has a direct impact on the environment by addressing and improving waste management issues and reducing reliance on non-renewable resources. Such materials contribute to helping brands improve their general environmental performance and their reputation. Thus, the summary of the relationship between the usage of biodegradable or recyclable materials and environmental performance of global consumer brands are as follows.

Firstly, in the UK and USA, a literature review written by Song, Murphy, Narayan and Davies (2009) shows an overview of available biodegradable polymers was provided and consideration of the application of bioplastics within the current circular economy approach for better environmental performance. Secondly, John N. and Eleni (2018) carried out a review of recycling systems in the UK that highlighted that efficient waste management systems will ensure proper waste disposal and recycling of packaging materials to improve environmental performance. Thirdly, an environmental Life Cycle Assessment (LCA) in Italy was coordinated by Valentina, Pietro, Santina and Marco (2008) concluded that biodegradable materials reduce greenhouse gas emissions and accumulation of wastes, thus their application should be extended to more industries for better environmental performance. Next, Madeleine R. and Claire Y. (2013) in the UK organized a Life Cycle Assessment (LCA) of biodegradable packaging systems that explains that biodegradable packaging reduces energy use and greenhouse gas emissions compared to conventional plastics. Lastly, in Italy, an evaluation of recycling techniques was carried out by F.P. La Mantia and M. Morreale (2011) that recommended mixing biodegradable material with recycled plastic for better product performance while sustaining environmental benefits.

New packaging technologies meet the increasing demand for packaging that will be more sustainable and usable, whether with regard to unconventional materials, smart designs, or integral systems. Such technologies, like active and intelligent packaging, nanomaterials, biodegradable coatings: extend the products’ shelf life and safety, all while ensuring less of an environmental impact. They are keeping up the pace of innovation in packaging, competitive performance, consumer convenience, and sustainability. Thus, the summary of the definitions of innovative packaging technologies are as follows.

Innovative packaging technologies involve the development of new materials and processes that enhance the sustainability and functionality of packaging (Aya Samir et al., 2022). In addition to that Emanuela et al. (2020) reported that innovation in food packaging is mainly represented by the development of active and intelligent packaging technologies, which offer to deliver safer and high-quality food products. Besides that, innovative packaging technologies that contribute to food safety include, but are not limited to, antimicrobial packaging, controlled-release packaging, nanotechnology, and biosensors stated by Ishrat et al. (2018). Likewise, innovative packaging systems are designed to interact with the environment inside the package, providing active protection to the food (Emanuela et al., 2020). Lastly, Erika et al. (2022) claimed that in principle, the trends affecting packaging development and use can be divided into four main areas – business dynamics, distribution trends, trends in consumption and legislation.

Through integrating frontline solutions supporting sustainability and functionality, innovative packaging technologies raise the environmental performance of global consumer brands. This partnership encourages a balance between environmental care and market competitiveness. Thus, the summary of the relationship between innovative packaging technologies and environmental performance of global consumer brands are as follows.

Firstly, Xiaoyan, Yuanyuan, Lisheng and Ran (2023) in China conducted a literature review that concluded that high-performance biodegradable films, such as PBAT, are necessary for the replacement of conventional plastics in order to improve environmental sustainability. Secondly, an experimental development was organized in India by Prakash and Sanjeev (2019) concluded that the incorporation of ZnO nanoparticles into starch-based biofilms enhances antimicrobial properties, providing a biodegradable alternative for food packaging. Thirdly, in Canada, Feng, Manjusri and Amar K. (2021) wrote a review on barrier performance of biodegradable polymers which concluded that biodegradable polymers have poor barrier performance; new developments are necessary to enhance their suitability for sustainable packaging.

Next, Anne and Stuart et al. (2010) reported an overview of degradable and biodegradable polyolefins in Australia and Malaysia, which concluded that degradable polyolefins can reduce environmental impact, but their degradation has to be controlled to avoid the formation of microplastics. Lastly, a research article orchestrated by Erik and Mie et al. (2010) in Norway concluded that a holistic approach to packaging design, taking a life cycle perspective, is necessary to improve the environmental performance of packaging.

Proposed Theoretical Framework

Figure 1.0 Proposed Theoretical Framework of Environmental Performance of Global Consumer Brands

Thus, from the above-mentioned relationships, the hypothesis for this study can be derived as follows:

• H1: There will be a significant relationship between sustainable packaging practices and the environmental performance of global consumer brands.
• H2: There will be a significant relationship between the usage of biodegradable or recyclable materials and the environmental performance of global consumer brands.
• H3: There will be a significant relationship between innovative packaging technologies and the environmental performance of global consumer brands.

DISCUSSIONS

This study puts into perspective how sustainable packaging practices, biodegradable or recyclable materials or innovative packaging technologies play a very important role in improving environmental performance in consumer brands globally. Integrated, these elements offer a comprehensive approach toward minimizing environmental harm and meeting the growing demands of the customers that are concerned about sustainability.

Sustainable packaging practices are the first important component of consumer brands that want to contribute in reducing the environmental impact. A few of the activities involved in sustainable packaging practices include tactics in the form of renewable material usage, material waste reduction, and enhanced packaging designs. The implementation of such strategies not only improves environmental performance but also gives rise to brand equity by meeting customer expectations. Indeed, the study has shown that companies that place a strong emphasis on sustainability within their packaging operations are more likely to result in favorable market differentiation, hence increased profitability and environmental stewardship in the long run.

Furthermore, the solution to the world’s waste problems lies in the usage of biodegradable or recyclable materials. Using alternative materials that can decompose on their own or be recycled with little to no waste will help companies reduce their landfill waste and greenhouse gas emissions. This move has been widely welcomed by both regulators and environmentalists. According to this study, customer loyalty increases if a consumer brand uses recycled or biodegradable materials, which also leads to the company conforming to the global environmental law. However, there are still obstacles to this goal, mainly financial implications and badly developed recycling systems.

Other innovative ways of packaging have been influential in amplifying the sustainable initiatives. Innovations such as edible packaging, smart packaging, and solutions based on nanotechnology that can enable the firms to ensure product safety, extend the life of consumable goods, and save resources simultaneously. For instance, smart packaging monitors the state of the product, hence maintaining its quality and minimizing waste. The adoption of such technologies signify commitment toward green innovation, a requirement that is crucial to competitiveness and fulfillment of ever evolving customer expectations. Besides, through the collaboration of companies and innovators in technologies, further development towards sustainable packaging can catalyze itself.

These sustainable actions have a mutually beneficial relationship with environmental performance. Besides shrinking their carbon footprints, brands participating heavily in sustainable packaging practices also contribute to more general environmental goals, such as pollution reduction and resource preservation. The results show that sustainability has stopped being an optional method but part of a business responsibility. With such implications, global consumer brands can position themselves as leaders in environmental sustainability while generating long-term benefits for the environment and their existence in respective markets with the use of such biodegradable and sustainable packaging alongside advanced technologies.

In a nutshell, here is where the interplay between biodegradable or recyclable materials, innovative packaging technologies, and sustainable packaging practices provides evidence of revolutionary potential to the strategies. Whereas hurdles are yet to be overcome in the implementation process, the identified benefits enhance environmental performance, increase brand appeal, and result in contributing to reach international sustainability goals. It is self-evident that brands will continue to invest in these areas if substantial improvement in environmental performance is to be seen.

CONCLUSIONS

This study assesses sustainable packaging practices, biodegradable or recyclable materials or innovative packaging technologies that influence the environmental performance in consumer brands globally. The results indicated that all factors have contributed to better environmental performance through carbon footprints reduction, waste management, and promoting the circular economy.

Sustainable packaging techniques contribute to gains in environmental performance through the inclusion of green materials and improvement in packaging design. Similarly, recyclable and biodegradable materials address two very critical resources-related issues: resource conservation and waste management. Advanced packaging technologies have been efficient and sustainable enablers, with the capability to provide businesses with ability to meet both customer and regulatory needs.

In conclusion, this will help multinational companies to have better ammunition towards ecology-conscious stakeholders and also aid in the execution of long-term sustainability goals; however, for the previously mentioned ecological concerns, considerations of their financial implication, supply chain complications, and other technological challenges-through cooperation by research and legislative efforts-provide recommendations. Given upcoming trends within the fast-changing marketplace of the global economy, it is indicated hereby how and why companies must remodel their own packaging methods into innovative and sustainable solutions.

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