Abstract:
The study aimed to examine the role of green marketing practices on consumer buying behavior,
focusing on Caspac Group Company. Specifically, the objectives were to investigate the link
between eco-packaging and consumer buying behavior, establish the relationship between eco labeling and consumer buying behavior, and identify the relationship between eco-branding and
consumer buying behavior. Using a descriptive research design and purposive sampling, data was
collected from 133 respondents through an online questionnaire and analyzed using SPSS version
26. The findings indicate that eco-friendly packaging by Caspac Group Company positively
influences consumer buying behavior and perceptions. The majority of respondents are influenced
by eco-friendly packaging, as reflected by means above the midpoint. Respondents generally agree
that eco-labeling influences their purchasing decisions and trust the eco-labeling claims made by
Caspac Group. Eco-labeling has a notable impact on consumer trust and purchase choices,
enhancing the perception of the company’s commitment to environmental sustainability. The study
recommends that Caspac Group should focus on improving the transparency and credibility of
their eco-friendly packaging claims. Again, the company should invest in consumer education
initiatives to raise awareness about the benefits and importance of eco-friendly packaging and
labelling.
