The packaging is known to be a marketer’s canvas on which one can creatively send his marketing message of the product to encourage purchase. The packaging of the product attracts the buyers/ customers to buy the product and provides extensive information related to it.
The basic function of packaging is to provide safety and protection to the product while it is in the transit process. The packaging process for any particular brand requires recognizable colour and brand in the form of attractive packaging for marketing and product strategy. The strategic and attractive packaging attracts the customer and provides aid for advertisement and marketing. Self-service selling has enhanced the importance of the packaging in selling brand products so that the product speaks for itself. The innovative and attractive packaging facilitates the buyer/ customer to identify the particular brand product and prevents the buyer from buying any competitive product. On the other hand, the major disadvantage of packaging within the paradigm of marketing is that the packaging cost increases the product price. The more the marketing team invests in the packaging of the product, the more the price of the product increases, causing a problem for the buyer to purchase the product. The problem of recycling and biodegrading the packaging material is also the biggest drawback. Expensive packaging for marketing purposes leads to expensive pricing, and recycling the packaging also costs more to the company.
The consumer is responsible for understating the consumption behaviour and environmental consequences of failing to fulfil environmental responsibilities. As consumers, we should recognize our social and individual choices/responsibilities to conserve natural/ environmental resources for future generations. Recycling is our foremost responsibility in consumption behaviour. However, one often fails to fulfil the consumer choices towards environmental responsibility and sustainability. The main reason for the failure is the excessive use of disposable products, which should be minimized. Marketers should adopt green marketing plans emphasizing the ideal marketing mix strategies (Product, Price, Place, and Promotion) to gain maximum profits by sustainability principles. The packaging of a product plays a significant role in the marketing and sales of any product (brand recognition). Therefore, sustainable and environment-friendly marketing strategies should be implemented.
References
Anderson Jr, W. T., & Cunningham, W. H. (1972). The socially conscious consumer. Journal of Marketing, 36(3), 23-31.
Boyd, Harper W., Jr., and Orville C. Walker Jr. (1990) Marketing Management: A Strategic Approach. Boston: Irwin.
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