EXAMINING THE ROLE OF GREEN MARKETING PRACTICES ON CONSUMER BUYING BEHAVIOR. A CASE STUDY OF CASPAC GROUP COMPANY

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.