Keywords
Environmental awareness
Biodegradable packaging
Eco-friendly products
Biopacking
Sustainable consumption
How to Cite
Abstract
New consumer trends are driving companies to make changes to their products and processes. One of the most influential trends is the growing environmental awareness among consumers, which creates a series of expectations and demands on brands, calling for products and processes that do not negatively impact the environment. In response to these demands, some companies have modified their processes to make them more environmentally friendly and have implemented green marketing throughout the value chain. Among these processes, packaging plays a crucial role, as it must not only protect the product from damage and extend its shelf life but also avoid polluting the environment. Biodegradable packaging has emerged as a solution to these consumer demands. With a clear differentiating factor—namely, the absence of pollution—biodegradable packaging is becoming a competitive advantage for some companies. Although most consumers consider packaging to be a major influencer in their purchasing decisions, many still do not value the fact that it is biodegradable and place greater weight on price when making decisions. It will depend on the efforts companies make to improve communication with customers in order to enhance their brand image and foster greater environmental awareness that leads to sustainable consumption among the general public.
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Copyright (c) 2019 Cecilia Rivera, Fátima Contreras, Wendy Ariza, Stephanie Bonilla, Andrea Cruz