Page 1 of 4

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 01

January 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 199

An Overview on Green Packaging

Racharla Haribabu

M.B.A, Satavahana University, Karimnagar, Telangana, INDIA

Abstract: Green packaging also termed as Sustainable

packaging. Sustainable packaging is the development and use

of packaging which results in improved sustainability. This

involves increased use of life cycle inventory and life cycle

assessment to help guide the use of packaging which reduces

the environmental impact and ecological footprint. It includes

a look at the whole of the supply chain: from basic function, to

marketing, and then through to end of life and

rebirth. Additionally, an eco-cost to value ratio can be useful.

The goals are to improve the long term viability and quality of

life for humans and the longevity of natural ecosystems.

Sustainable packaging must meet the functional and economic

needs of the present without compromising the ability of

future generations to meet their own needs. Sustainability is

not necessarily an end state but is a continuing process of

improvement.

Keywords: Green Packaging, sustainability, green movement,

flexible packaging characteristics, environmental impact,

green packaging, value creation, consumer buying behavior.

I. INTRODUCTION

Sustainable packaging is a relatively new addition to the

environmental considerations for packaging. It requires more

analysis and documentation to look at the package design,

choice of materials, processing, and life-cycle [1-3]. This is

not just the vague "green movement" that many businesses

and companies have been trying to include over the past years.

Companies implementing these eco-friendly actions are

reducing their carbon footprint, using more recycled materials

and reusing more package components. They often encourage

suppliers, contract packagers, and distributors to do likewise.

For example, researchers at the Agricultural Research

Service are looking into using dairy-based films as an

alternative to petroleum-based packaging. Instead of being

made of synthetic polymers, these dairy-based films would be

composed of proteins such as casein and whey, which are

found in milk. The films would be biodegradable and offer

better oxygen barriers than synthetic, chemical-based films.

More research must be done to improve the water barrier

quality of the dairy-based film, but advances in sustainable

packaging are actively being pursued.

Environmental marketing claims on packages need to be made

with caution. Ambiguous green washing titles such as green

packaging and environmentally friendly can be confusing

without specific definition. Some regulators, such as the US

Federal Trade Commission, are providing guidance to

packagers.

Companies have long been reusing and recycling packaging

when economically viable. Using minimal packaging has also

been a common goal to help reduce costs. Recent years have

accelerated these efforts based on social movements,

consumer pressure, and regulation. All phases of packaging,

distribution, and logistics are included. Sustainable packaging

is no longer focused on just recycling. Just as packaging is not

the only eco target, although it is still top of mind for many.

Right or wrong, packaging is frequently scrutinized and used

as the measure of a company's overall sustainability, even

though it may contribute only a small percentage to the total

eco impact compared to other things, such as transportation,

and water and energy use.

Objective

This research paper aims at identifying the consumer behavior

due to the value created by green packaging in fast moving

consumer goods. The objective of estimating the green

purchase behavior based on the theory of planned behavior

had been empirically studied.

Goals of Green Packaging

Government, standards organizations, consumers, retailers and

packagers are considering several types of criteria. Each

organization words the goals and targets a little differently. In

general, the broad goals of sustainable packaging are:

1. Functional – product protection, safety, regulatory

compliance, etc.

2. Cost effective – if it is too expensive, it is unlikely to

be used.

3. Support long-term human and ecological health

Page 2 of 4

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

ISSN: 2395-0463

Volume 03 Issue 01

January 2017

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 200

II. FACTORS INFLUENCING ON SUSTAINABLE

DESIGN OF PACKAGING

 Use of minimal materials – reduced packaging, reduced

layers of packaging, lower mass (product to packaging

ratio), lower volume, etc.

 Logistics efficiency– cube utilization, tare weight,

enablement of efficient transportation, etc.,

 Energy efficiency, total energy content and usage, use

of renewable energy, etc.

 Recycled content – as available and functional. For food

contact materials, there are special safety considerations,

particularly for use of recycled plastics and paper.

Regulations are published by each country or region.

 Recyclability – recovery value, use of materials which are

frequently and easily recycled, reduction of materials

which hinder recyclability of major components etc.,

 Reusable packaging – repeated reuse of package, reuse

for other purposes, etc.

 Use of renewable resources in packaging

 Use of biodegradable and compostable materials – when

appropriate and do not cause contamination of the

recycling stream.

 Avoid the use of materials toxic to humans or the

environment

 Effects on atmosphere- Ozone layer, green house gases

(Carbon dioxide and methane), volatile organic

compounds etc.,

 Water use, reuse, treatment, waste, etc.

 Worker impact: Occupational healths, safety, clean

technology, etc.

 Made from materials healthy throughout the life cycle

 Physically designed to optimize materials and energy

 Use integral design to reduce the use of materials

III. THE ROLE OF PACKAGING

Before going on to consider what constitutes sustainable

packaging it is useful first to consider what role packaging

plays in society. At the simplest level packaging can be said to

perform four key functions.

1. Preserve and protect the product:

This role is of particular importance in the food industry,

where developments in packaging have been an important

driver in helping to reduce dramatically the proportion of

fresh produce that is wasted in the supply chain. For example,

food waste in the supply chain in developing countries is

between 30% and 50%, compared to 2% in Europe, where

sophisticated packaging solutions are more prevalent [5].

2. Communicate brand image:

The format and design of packaging is a key tool for

marketers in projecting a brand image for their products. At a

simple level, the relatively expensive glass and crystal

packaging of many perfumes and aftershaves is much more

effective at communicating luxury and high value than a

plastic bottle is ever likely to be.

3. Convey information:

This might include information on how to use a product or

legally required information such as lists of ingredients.

4. Offer convenience:

This encompasses a whole range of aspects including

convenience to the customer in how they use the product (e.g.

single-serve packaging or microwaveable packaging),

convenience to retailers in how they stock and display the

packaging (e.g. shelf-ready packaging that helps maximize the

number of units displayed per metre of shelf space whilst also

reducing restocking time), convenience across the supply

chain (e.g. how well the packaging stacks and how easy it is

to store and transport the product given its packaging profile)

and convenience of effective disposal at the end of product

life in any particular end market.

Benefits of Green Packaging

Some aspects of environmentally sound packaging are

required by regulators while others are decisions made by each

packager. Investors, employees, management, and customers

can influence corporate decisions and help set policies. When

investors seek to purchase stock, companies known for their

positive environmental policy can be attractive [6]. Potential

stockholders and investors see this as a solid decision: lower

environmental risks lead to more capital at cheaper rates.

Companies that highlight their environmental status to

consumers can boost sales as well as product reputation [7].

Going green is often a sound investment that can pay off.

Costs of Green Packaging

The process of engineering more environmentally acceptable

packages can include consideration of the costs. Some

companies claim that their environmental packaging program