Customers' Attitude Towards Green Packaging: A Case of Sapphire, Pakistan

Sustainable packaging has become very important nowadays. Technology changed our life, but nature a bad effect due to this change. Companies are now focusing on producing green/sustainable products. The motive of research was investigate the attitude customers towards green packaging. This is conducted within clothing industry in context Sapphire. For research, we selected three variables include Environmental Concern, Green Packaging Attitude, and Willingness Pay More which influence purchase intention for Questions were adapted from different articles questionnaire development, data collected 167 respondents who buyers through an online survey in-person branches Sapphire that Dolmen Mall Tariq Road & Clifton, lucky one Mall. Data gathered analyzed by SPSS PLS-SEM. findings demonstrate all independent strong relationship with dependent variable Purchase Intention. study going benefit business organizations CSR activities introducing sustainable Secondly, current especially, know about their more ways sustain environment.