The Impact of the Eco-Friendly Packaging Factor in FMCG on Consumer Choice

In the context of growing world population, the FMCG market is rapidly developing, causing an annual increase in the amount of solid domestic waste produced by humans. Garbage pollution is becoming one of the most important environmental problems. In order to reduce the negative impact on the environment, product manufacturers and retailers are shifting to the use of eco-packaging, highlighting it as a key area in strategic planning. However, its role in brand-consumer communication is still an open question. The aim of this study is to evaluate the role of ecological packaging in brand-consumer communication and determine its place in making-decision process, thereby assessing the degree of its impact on consumer choice. The empirical part is based on a quantitative survey of 149 respondents aged 18 years and over who lives in Moscow. The data analysis was conducted using a descriptive method. The results are a description of the Russian consumer's perception of the eco-packaging, conclusions from a sociological survey on its significance and recommendations for producers. The paper can be used as a basis for further research as well as a practical guide.