ACCENTUATING ECO-CENTRIC MARKETING PHILOSOPHY VIA GREEN PACKAGING

Marketing is experiencing a paradigm shift from the currently followed customer-centric to futuristic eco-centric form of marketing. In this direction, green packaging is a growing trend that has potential to serve manifold deliberations. Green packaging is a crucial factor that has a strong influence on consumers’ purchase decision at the point of sale. This calls for an additional emphasis by marketers and there exists a strong urge that environmental consciousness be depicted through green packaging. The impact spectrum of green packaging encompasses benefits like appeal to eco-conscious consumers, establishing a competitive advantage, as a branding tool, image building via corporate social responsibility and awareness building by spread of green education. The paper aims at highlighting the essence of green packaging to leverage this environment oriented business deliberation for organizational and societal benefits and proposing a model for the same. Conceptual modeling of qualitative evidences drawn from authentic and reliable data repositories have been used to derive anchors. These conceptual anchors partly utilize the grounded theory approach to underpin the qualitative research outcomes. The exploratory research would put an impetus on the advantages of green packaging and the way it can give an extended applaud to marketing craving for a suitable sustainability device that connects consumers to products.