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@article{193695,
        author = {Riya Gupta and Prof. Dr. Archana Sharma},
        title = {The Influence of Sustainable Packaging Practices on the Brand Image of FMCG Products in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {922-926},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193695},
        abstract = {Environmental concerns and consumer awareness have significantly impacted the branding strategies of the Fast-Moving Consumer Goods (FMCG) industry. Sustainable packaging has become an important tool that not only helps to reduce environmental degradation but also helps to build the brand image of the products. This research aims to understand the impact of sustainable packaging on the brand image of FMCG products in India. Primary data was collected from 50 respondents using a structured questionnaire. Percentages and graphical representation were used to understand the results of the study. The results showed that sustainable packaging has a positive effect on the brand image, purchase intentions, trust formation, and willingness to pay more for the product. It was concluded that sustainable packaging is the need of the hour from the strategic branding point of view rather than from the environmental point of view.},
        keywords = {Sustainable Packaging, Brand Image, FMCG, Green Marketing, Consumer Behaviour, India},
        month = {March},
        }