Green Packaging and Its Influence on Impulse Buying in Retail Stores

Abstract

Over the past years, the increased interest in sustainability in the world has dramatically changed the way consumers behave and retail strategies. Green packaging, which is defined by the use of materials that are environmentally friendly, recyclable designs, and the least environmental effects, has been a potent marketing approach in shopping premises. This is a conceptual paper that examines how green packaging affects impulse buying habits of consumers in the retail stores. Although the necessity of impulse buying has been conventionally influenced by emotional appeal, product exposure and marketing tactics, green packaging brings in a new element of psyche. Environmentally responsible packaging is becoming more and more correlated with ethical consumption, positive self-image and social responsibility in the eyes of consumers. The paper is a synthesis of the literature on consumer behavior studies, green marketing literature, and literature on retail psychology to conceptualize the role of green packaging in triggering unplanned buying behavior. It suggests that green packaging does not only meet the requirements of environmental consciousness but also increases product appeal, trust and perceived value hence affecting the impulse buying behavior. The paper identifies possible managerial implications that retailers should use sustainable packaging policies as a two-fold weapon of encouraging eco-friendly actions and making more sales.