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International Journal of Research and Innovation in Social Science (IJRISS) |Volume VI, Issue XII, December 2022|ISSN 2454-6186

Consumer Buying Behaviour towards Sustainable Packaging in FMCG Market: A Study among High Income Earners in Colombo

 Ilangasekara, A. S. P.1 & Siriwardana, M. L. D. A.2
1Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
2 Exports Department, Maliban Biscuit Manufactories (Pvt) Ltd, Sri Lanka

IJRISS Call for paper

Abstract: -This study seeks to understand the relationship between consumer buying behaviour and sustainable packaging among high income earning residents in Colombo areas in Sri Lanka. Fast-Moving Consumer Goods (FMCG) market was chosen as the level of consumption as the frequency of purchasing them are very high. The two specific objectives were to identify the association of each dimension of sustainable packaging towards consumer buying behaviour and to identify the most significant dimension that affects the consumer buying behaviour. Consumer inspection on secondary packaging (Consumer Inspection), consumer awareness on sustainable packaging (Consumer Awareness) and willingness to pay for sustainable packaging (Consumer Willingness) were identified as the dimensions through previous studies. The sample complied of 200 respondents selected under the multi-stage cluster sampling method according to the income level and age between 18 to 60 years. Pearson correlation analysis was conducted to achieve the first specific objective and a multiple regression was carried out to achieve the second specific objective. The researchers discovered a strong positive correlation in each dimension towards consumer buying behaviour. Among these, consumer willingness recorded the highest strong positive correlation, followed by consumer awareness and consumer inspection. Consumer awareness was recognized as the most significant dimension that affects the consumer buying behaviour. The implications of this study formed awareness into buying behaviour towards sustainable packaging which can be used by FMCG businesses in Sri Lanka when designing and marketing product packages.

Keywords: Consumer Buying Behaviour, Sustainable Packaging, FMCG market, Consumer Inspection, Consumer Awareness, Consumer Willingness


Organizations and consumers are increasingly concerning about sustainable business practices due to the consequences of global warming, climate changes, and environmental pollution. Business and environmental sustainability don’t always mix, particularly in product packaging. Landfilling is the majority of European and Asian countries’ first choice for this waste plastic package issue. The primary problem with this circumstance is that these packets stay in the environment for a very long time, severely harming the environment (Madushanka and Ragel, 2016).