Examining the Impact of Eco-Friendly Packaging on Brand Loyalty: A Case From Nepal

Abstract

Eco-friendly packaging is increasingly important for sustainable marketing, but its effect on consumer brand loyalty in Nepal is under-researched. This study investigates how packaging-related factors influence brand loyalty among Nepali consumers. A quantitative survey collected primary data via a structured questionnaire combining demographic multiple-choice items and measurement scales using a five-point Likert response format. Simple random sampling yielded 268 valid responses from participants aged 18 and above. Data were coded and analyzed in SPSS using descriptive statistics, Pearson correlation, and multiple linear regression to assess relationships and predictors of brand loyalty. Correlation analysis showed significant positive associations between eco-friendly packaging factors and brand loyalty: Environmental Consciousness (r = 0.657), Peer Pressure & Word of Mouth (r = 0.652), Perceived Quality (r = 0.606), Social Media Influence (r = 0.583), Price Perception (r = 0.557), and Innovativeness of Design (r = 0.451) (all p < 0.001). Multiple regression indicated a significant overall model (F = 51.571, p < 0.001) with R² = 0.542, explaining 54.2% of variance in brand loyalty. Significant positive predictors were Environmental Consciousness (β = 0.298), Peer Pressure & Word of Mouth (β = 0.251), and Perceived Quality (β = 0.177). Eco-friendly packaging substantially influences brand loyalty in Nepal, primarily via environmental awareness and social influence. Findings recommend that brands integrate sustainable packaging and communication strategies to strengthen consumer loyalty. Keywords: eco-friendly packaging, brand loyalty, environmental consciousness, consumer behavior, sustainability, Nepal