The influence of the eco-packaging perception on consumer behavior

Nowadays, the subject of ecology is more relevant than ever and represents an active area for research. Human activities have an increased negative impact on the environment. One such activity is the manufacturing of packages for different types of products. It is significant that 40% of all plastic produced in the world is used only for packaging, which is used only once and then is disposed of. The tendency of using green marketing methods to attract more consumers is increasingly common today, which makes it an essential subject for theoretical concentration. The reasons that eco-packaging is important today are several advantages for companies, consumers and society. Particularly, green packaging results in the more efficient use of energy and resources, which means reduced costs for companies. Also, eco-packaging can lead to an increased level of safety for consumers' health, minimisation of package wastes and general improvement of society's welfare. This study is concentrated on the consumer aspect and focused on the market of juices in eco-packaging. The research framework has been established to obtain more accurate results and to avoid dispersion of opinions. The research subject of this study investigates empirical analysis of the factors that influence consumer behaviour about products in eco-packaging. The aim of the investigation is to identify clusters of consumers buying juice in eco-packaging in order to examine different consumer motivations and to establish future marketing strategies for each cluster. There was applied K-means algorithm to clustering customers for the analysis and the results interpretation of the collected data from 359 respondents. The results indicate the portraits consumers of juice in eco-packaging, which consist of 4 different clusters with different preferences, desires and attitudes towards ecology. The attitude of each target consumer to the analyzed factors was considered in detail in order to compare and understand what affects the consumer's decision to buy juice in eco-packaging. In order to compare and understand what affects the consumer's decision to buy juice in eco-packaging, there was considered analysis of each target consumer's attitude to the factors.