The Next Generation of Packaging – Driving Towards Sustainability

DOI:10.34047/MMR.2020.9207

Abstract

The role of packaging can neither be ignored nor overlooked, making it a crucial element of the
marketing mix. The term "eco-friendly packaging" is no longer just a buzzword. The way companies
handle packaging is going to develop and alter as a result of a worldwide shift toward combating climate
change. Rather than being a secondary consideration, ecologically friendly sustainable packaging will
become increasingly significant. Especially in an incredibly competitive industry that is food, sustainable
packaging gives a competitive advantage to food and beverage brands and allows them to hold an identity
of their own.
This research mainly aims to understand the role of sustainable packaging in the food industry, its
logistical and branding roles while identifying the various elements that make a good packaging design
and how food and beverage brands can develop strategies to better cater to customer needs and wants.
This research is based on primary quantitative data along with an intensive analysis of research papers,
articles, and journals. The findings suggested that the sustainable packaging industry is a competitive
market but yet still untapped to its maximum in India. However, the spread of knowledge today has made
brands aware of it, and they are consciously making efforts to incorporate sustainability in their food
packages. Customers are able to point out the difference between sustainably packaged products from a
sea of average packaging designs and actively want to be associated with environmentally focused
brands. Incorporating sustainable packaging also helps brands increase their brand identity and
leverage brand awareness to tap into newer and potential customers.