Factors that influence consumer's stance towards sustainability green packaging in Kota Bharu, Kelantan

The goal of sustainable development is to address the societal issues of resource efficiency, raw resources, climate action, and the environment. The promotion of green packaging, or the use of environmentally friendly materials and packaging designs, is thus a crucial strategy. Due to the growing acceptance of environmental protection on a global scale and the idea of sustainable development, eco-friendliness has turned into a fashion statement. In this sense, the logistics sector has begun to pay more attention to green packaging. Thus, Malaysians' awareness of the concept of green packaging is still far from being satisfactory. The aim of the research is to investigate the factors that most influence consumers stance towards sustainability green packaging in Kota Bharu. Besides that, the result of this research could be to determine the level of awareness towards sustainability green packaging. The methodology used to collect using a quantitative research methodology and 348 participants took part in the study was conducted via questionnaire survey through Google form and face to face form. The target population for this survey will be people in Kota Bharu. Last but not least, the results of this study will be helpful for both businesses and marketers in figuring out how to make their green packaging more appealing to consumers.