Balancing convenience and conscience: factors affecting decision making between conventional and sustainable packaging

Sustainability has captured the attention of practically every industry in the modern world as world progresses towards appropriateness as a result of the changes in human lifestyle, behaviors, and technology, which has transformed industries, communities, and society at large. The job of packaging, according to the new environmental protection criteria, is not just restricted to protect the product; it also needs to be environmentally benign. Consequently, reusable or biodegradable packaging is gaining popularity with the belief that eco-packing will be future. The objective of the of the study was understanding the awareness of consumers about sustainability and their willingness to adopt sustainable package for perishable goods. Effective from July 2022, Government of Maharashtra has strictly mandated the plastic waste management rules by banning single use plastic for all businesses. Hence to evaluate the on-ground situation, authors have selected two major cities of Maharashtra: Pune and Mumbai to understand the consumers and seller's perspective. This study revealed that most of the people supported the plastic ban but were not willing to pay an extra amount for sustainable packaging in place of plastic bags. The study examined the factors of convenience or environment conscience of consumers and seller's.