Volume 2 - Issue 2, March - April 2026

The growing environmental concerns and increasing consumer awareness have compelled firms to adopt ecofriendly packaging strategies. This study examines the impact of eco-friendly packaging on consumer purchase decisions, with special reference to Kerala. Further, it analyzes the mediating role of perceived quality and price fairness in this relationship, including the sequential mediation effect between these constructs. A structured questionnaire was administered to 120 consumers using a convenience sampling method. Data were analyzed using SPSS and Structural Equation Modeling (SEM) techniques. The findings reveal that eco-friendly packaging has a significant positive impact on purchase decisions. Perceived quality and price fairness partially mediate the relationship between eco-friendly packaging and purchase decisions. Additionally, a significant sequential mediation effect was observed, indicating that eco-friendly packaging enhances perceived quality, which improves price fairness perceptions, ultimately influencing purchase decisions. The study contributes to sustainable marketing literature by empirically validating the mediation mechanism and offers practical implications for marketers in designing effective green packaging strategies.

Dr. Deepthi P. V, "The Role of Green Brand Authenticity in Strengthening the Relationship between Green Supply Chain Practices and Electric Vehicle Adoption" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(2): Page(227-241) Mar-Apr 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.