CAPSTONE PROJECT ON

“CONSUMER AWARENESS AND ATTITUDE TOWARDS THE RECYCLED

PACKAGING”

Submitted to Lovely Professional University

In partial fulfillment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by:

Group No:-

Sumit Singhal Roll No.RT1902A18

Ranjan Kishore .Roll No.RT1902A24

Ashish Jindal . Roll No. RT1902B34

Supervisor:

MRS. MANNET KAUR

Lecturer in LIM

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(Year 2010-2011)

Page 1 of 75

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “CONSUMER AWARENESS AND ATTITUDE

TOWARDS THE RECYCLED PACKAGING” carried out by Mr. Sumit singhal, S/o Shri Rakesh

Kumar Singhal has been accomplished under my guidance & supervision as a duly registered

MBA student of the Lovely Professional University, Phagwara. This project is being submitted

by him/her in the partial fulfillment of the requirements for the award of the Master of Business

Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the

degree of Master of Business Administration.

___________________________________

(Name & Signature of the Faculty Advisor)

Date:

Page 2 of 75

DECLARATION

I, "Sumit Singhal”, hereby declare that the work presented herein is genuine work done

originally by me and has not been published or submitted elsewhere for the requirement of a

degree programme. Any literature, data or works done by others and cited within this dissertation

has been given due acknowledgement and listed in the reference section.

_______________________

(Student's name & Signature)

_______________

(Registration No.)

Date:__________________

Page 3 of 75

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “CONSUMER AWARENESS AND ATTITUDE

TOWARDS THE RECYCLED PACKAGING” carried out by Mr. Ranjan Kishore, S/o Shri Ajay

Kishore Lal has been accomplished under my guidance & supervision as a duly registered MBA

student of the Lovely Professional University, Phagwara. This project is being submitted by

him/her in the partial fulfillment of the requirements for the award of the Master of Business

Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the

degree of Master of Business Administration.

___________________________________

(Name & Signature of the Faculty Advisor)

Date:

Page 4 of 75

DECLARATION

I, "Ranjan Kishore”, hereby declare that the work presented herein is genuine work done

originally by me and has not been published or submitted elsewhere for the requirement of a

degree programme. Any literature, data or works done by others and cited within this dissertation

has been given due acknowledgement and listed in the reference section.

_______________________

(Student's name & Signature)

_______________________

(Registration No.)

Date:__________________

Page 5 of 75

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “CONSUMER AWARENESS AND ATTITUDE

TOWARDS THE RECYCLED PACKAGING” carried out by Mr. Ashish Jindal, S/o Late. Shri

Ram Bilas Jindal has been accomplished under my guidance & supervision as a duly registered

MBA student of the Lovely Professional University, Phagwara. This project is being submitted

by him/her in the partial fulfillment of the requirements for the award of the Master of Business

Administration from Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the

degree of Master of Business Administration.

___________________________________

(Name & Signature of the Faculty Advisor)

Date:

Page 6 of 75

DECLARATION

I, "Ashish Jindal”, hereby declare that the work presented herein is genuine work done originally

by me and has not been published or submitted elsewhere for the requirement of a degree

programme. Any literature, data or works done by others and cited within this dissertation has

been given due acknowledgement and listed in the reference section.

_______________________

(Student's name & Signature)

__________________

(Registration No.)

Date:__________________

LOVELY PROFESSIONAL UNIVERSITY

Page 7 of 75

DEPARTMENT OF MANAGEMENT

Format of Authentication by the Faculty Advisor

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “CONSUMER AWARENESS AND ATTITUDE

TOWARDS THE RECYCLED PACKAGING” is being carried out by the group no. 13 having

following students

Student Name Registration Number Level of Satisfaction (Rate 0 to 5, 0 being the lowest)

% of Attendance for capstone

Sumit Singhal 10901541

Ranjan Kishore 10904463

Ashish Jindal 10903685

The synopsis has been prepared under my guidance & supervision as a duly registered MBA student of

the Lovely Professional University, Phagwara.

This report represents their original work.

___________________________________

(Name & Signature of the Faculty Advisor)

Biometric ID: _______________________

Date: ____________________________

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ACKNOWLEDGEMENT

The successful completion of any task would be incomplete without mentioning the people who

have made it possible. So it`s with the gratitude that I acknowledge the help, which crowned my

efforts with success.

Life is a process of accumulating and discharging debts, not all of those can be measured. We

cannot hope to discharge them with simple words of thanks but we can certainly acknowledge

them.

I owe my gratitude to Miss MANEET KAUR, (LECTURER LIM) for her constant guidance

and support.

I would also like to thank the various department officials and staff who not only provided me

with required opportunity but also extended their valuable time and I have no words to express

my gratefulness to them.

Last but not the least I am very much indebted to my family and friends for their warm

encouragement and moral support in conducting this project work.

THANKS

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EXECUTIVE SUMMARY

Packaging plays a major role when products are purchased. After all, it is the first thing

seen before making purchase choices and it is widely recognized that over 50% of purchasing

decisions are made at the shelf, or point of purchase. Therefore, packaging that creates

differentiation and identity in the relatively homogenous consumer packaged goods industry is

highly important. The total volume of packaging has grown enormously and now contributes a

very significant proportion of the domestic waste stream. Packaging will continue to be targeted

as wasteful. Therefore, eco-friendly sustainable packaging that is recyclable, reusable/refillable,

and/or made of biodegradable materials will be more sought after. .To objective of the study is

to analyze the factors influencing consumer’s awareness and attitude towards the recycled

packaging. For this we done a Descriptive Research with a sample size of 100 respondent.and

data is collected with the help of self prepared questionnaire under the Jalandhar and Ludhiana

city by using the convenes sampling. Factor analysis is used for the extraction of important

factor influencing the consumer awareness and attitude towards the recycled packaging.

During the study we find out some facts about the recycled packaging that about 90

% of the respondents are aware about the recycled packaging and its effect which is good sign

for those who are more sensitive about the environment and its preservation. It is also find out

that the recycled packaging is welcomed in the products like water bottle, followed by clothes,

electronics goods and canned food. Factors like stylish, reliability, affordable, and environment

concern are the effective in the formation consumer`s attitude and awareness towards recycled

packaging. So, these are some points which have to be kept in minds by the companies for the

making of packaging of their products. . This paper aware & helps the customer`s as well as

the industries that are using packaging for their product. Secondly, it also spread the awareness

among people about the environment and the effect of the packaging on environment. . The

research concluded that maximum no. of people are aware about recycled packaging symbol and

its effect on the environment. It showed that demographic factors like age, income, gender,

educational qualification plays a effective role in the awareness and attitude towards recycled

packaging. So recycled packaging should be according to demographic segmentation and

frequency of diffusion of product.

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TABLE OF CONTENTS

CONTENTS Page no

CHAPTER-113-19

1.1 Introduction 14 1.2 importance of recycling 14 1.3 packaging 15 1.4 purpose of packaging and package label 15 1.5 packaging types 17 1.6 symbols used on packaging 18 1.7 package development considerations 19CHAPTER-2

21-23

2.1 Need of the study 22 2.2 Scope of the study 22 2.3 purpose of study 22 2.4 Objective of the study 23CHAPTER-3

24-28

3.Review of Literature 25CHAPTER-4

29

4.1 Research methodology 30CHAPTER-5

31-51

5.1Data Analysis and Interpretation 32-51CHAPTER -6

52-57

6.1Findings 53 6.2Recommendations 54 6.3Conclusion 55 6.4Limitation of study 56 6.5.References 57 Annexure 59-74

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LIST OF FIGURES

GRAPHS OF DATA ANALYSIS 41-51

Figure: 5.1 41Figure: 5.2 41Figure: 5.3 42Figure: 5.4 43Figure: 5.5 45Figure: 5.6 48Figure: 5.7 49Figure: 5.8 50Figure: 5.9 51

LIST OF TABLES

Table : 5.1 32Table : 5.2 32Table: 5.3 33Table: 5.4 35Table: 5.5 37Table: 5.6 38Table: 5.7 44Table: 5.8 45

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CHAPTER-1

INTRODUCTION TO TOPIC

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1.INTRODUCTION

Recycling involves processing used materials (waste) into new products to prevent waste of

potentially useful materials, reduce the consumption of fresh raw materials, reduce energy usage,

reduce air pollution (from incineration) and water pollution (from landfilling) by reducing the

need for "conventional" waste disposal, and lower greenhouse gas emissions as compared to

virgin production. Recycling is a key component of modern waste reduction and is the third

component of the "Reduce, Reuse, Recycle" waste hierarchy.

Recyclable materials include many kinds of glass, paper, metal, plastic, textiles, and electronics.

Although similar in effect, the composting or other reuse of biodegradable waste – such

as food orgarden waste – is not typically considered recycling. Materials to be recycled are either

brought to a collection center or picked up from the curbside, then sorted, cleaned, and

reprocessed into new materials bound for manufacturing.

The human population is increasing and so are the needs of the people. But are there enough

natural resources to service all our needs. There may be, but in case there aren't, and the

resources do simply finish, are we going to leave the posterity nothing? Sounds like a terrible

eventuality indeed. Hence, depleting resources or not, we need to start recycling so that the

generations to come too can enjoy the resources their ancestors enjoyed.

1.1 Importance of Recycling

Saving Resources

A pretty commonsense argument in favor of recycling. It is always good to reuse metal items as

the metal reserves may be depleting. Even the metal object which you think is woefully useless

and rusted, can be revamped and resold, and you can hardly tell the difference. The importance

of recycling paper, like I said, is that it can help save our forests. 

Saving Energy

Confused? Recycling materials not only saves resources, but can also help save energy. When

we throw out something we have labeled useless, we throw out a processed product. Suppose

you have a rusty, broken door knob. There was obviously some time, energy and people involved

in the process that made processed metal and turned it into a doorknob. By simply recycling it or

make some basic fixes to it, we save all the energy that would have been consumed in the

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process of making it. Same with plastic items. A lot of energy can be saved by simply reusing the

plastic items. 

Reduce Pollution

How does recycling affect the environment? Simple. Let me take an example to elucidate the

importance of recycling plastic. Now say everyone decides not to recycle plastic. Then the

plastic-making factories will be running full steam ahead. And by steam I mean smoke. If the

production increases, the air pollution too will increase. And the factories that have not invested

in a pro-environment waste disposal system will ruin our atmosphere. These who have liquid

waste emissions without a waste water treatment system, will cause water pollution. Hence

indirect as it may seem, if recycling helps cut down our production, it will help reduce emissions

as well. Read on for more about plastic recycling.

Other Benefits

Well I said before that food cannot be recycled, but the excreta can. Biomass can be used to

produce energy as well as fertilizers. Think of all the money you'll save on fertilizers if you just

had a simply collect the biomass somehow and put it to good use!

1.2 Packaging:-

Packaging is the science, art and technology of enclosing or protecting products for distribution,

storage, sale, and use.

Packaging also refers to the process of design, evaluation, and production of packages.

Packaging can be described as a coordinated system of preparing goods for transport,

warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports,

informs, and sells.

1.3 The purposes of packaging and package labels

Packaging and package labeling have several objectives

Physical protection - The objects enclosed in the package may require protection from, among

other things, shock, vibration, compression, temperature, etc.

Barrier protection - A barrier from oxygen, water vapor, dust, etc., is often required.

Permeation is a critical factor in design. Some packages contain desiccants or Oxygen absorbers

to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in

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some food packages. Keeping the contents clean, fresh, sterile and safe for the intended shelf life

is a primar y function.

Containment or agglomeration - Small objects are typically grouped together in one package

for reasons of efficiency. For example, a single box of 1000 pencils requires less physical

handling than 1000 single pencils. Liquids, powders, and granular materials need containment.

Information transmission - Packages and labels communicate how to use, transport, recycle, or

dispose of the package or product. With pharmaceuticals, food, medical, and chemical products,

some types of information are required by governments. Some packages and labels also are used

for track and trace purposes.

Marketing - The packaging and labels can be used by marketers to encourage potential buyers

to purchase the product. Package graphic design and physical design have been important and

constantly evolving phenomenon for several decades. Marketing communications and graphic

design are applied to the surface of the package and (in many cases) the point of sale display.

Security - Packaging can play an important role in reducing the security risks of shipment.

Packages can be made with improved tamper resistance to deter tampering and also can have

tamper-evident features to help indicate tampering. Packages can be engineered to help reduce

the risks of package pilferage: Some package constructions are more resistant to pilferage and

some have pilfer indicating seals. Packages may include authentication seals and use security

printing to help indicate that the package and contents are not counterfeit. Packages also can

include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance[7] tags

that can be activated or detected by devices at exit points and require specialized tools to

deactivate. Using packaging in this way is a means of loss prevention.

Convenience - Packages can have features that add convenience in distribution, handling,

stacking, display, sale, opening, reclosing, use, dispensing, and reuse.

Portion control - Single serving or single dosage packaging has a precise amount of contents to

control usage. Bulk commodities (such as salt) can be divided into packages that are a more

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suitable size for individual households. It is also aids the control of inventory: selling sealed one-

liter-bottles of milk, rather than having people bring their own bottles to fill themselves.

1.4 Packaging types

Various household packaging types for foods Packaging may be looked at as being of several

different types. For example a transport package or distribution package can be the shipping

container used to ship, store, and handle the product or inner packages. Some identify a

consumer package as one which is directed toward a consumer or household.

Packaging may be described in relation to the type of product being packaged: medical device

packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging,

military materiel packaging, pharmaceutical packaging, etc.

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Aluminium can with a pull tab

It is sometimes convenient to categorize packages by layer or function: "primary", "secondary",

etc.

Primary packaging is the material that first envelops the product and holds it. This

usually is the smallest unit of distribution or use and is the package which is in direct

contact with the contents.

Secondary packaging is outside the primary packaging, perhaps used to group primary

packages together.

Tertiary packaging is used for bulk handling, warehouse storage and transport shipping.

The most common form is a palletized unit load that packs tightly into containers.

1.5 Symbols used on packages and labels

With transport packages, standardised symbols are also used to communicate handling needs.

Some common ones are shown below while others are listed in ASTM D5445 "Standard Practice

for Pictorial Markings for Handling of Goods" and ISO 780 "Pictorial marking for handling of

goods".

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FragileDo not use hand

hooksThis way up Keep away from sunlight

Keep away from waterCentre of gravity

Clamp as indicated Do not clamp as indicated

1.6 Package development considerations

Environmental considerations

Package development involves considerations for sustainability, environmental responsibility,

and applicable environmental and recycling regulations. It may involve a life cycle assessment

which considers the material and energy inputs and outputs to the package, the packaged product

(contents), the packaging process, the logistics system, waste management, etc. It is necessary to

know the relevant regulatory requirements for point of manufacture, sale, and use.

The traditional “three R’s” of reduce, reuse, and recycle are part of a waste hierarchy which may

be considered in product and package development.

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The waste hierarchy

Prevention – Waste prevention is a primary goal. Packaging should be used only where

needed. Proper packaging can also help prevent waste. Packaging plays an important part

in preventing loss or damage to the packaged-product (contents). Usually, the energy

content and material usage of the product being packaged are much greater than that of

the package. A vital function of the package is to protect the product for its intended use:

if the product is damaged or degraded, its entire energy and material content may be lost.

Minimization – (also "source reduction") The mass and volume of packaging (per unit of

contents) can be measured and used as one of the criteria to minimize during the package

design process. Usually “reduced” packaging also helps minimize costs. Packaging

engineers continue to work toward reduced packaging.

Reuse – The reuse of a package or component for other purposes is encouraged.

Returnable packaging has long been useful (and economically viable) for closed loop

logistics systems. Inspection, cleaning, repair and recouperage are often needed. Some

manufacturers re-use the packaging of the incoming parts for a product, either as

packaging for the outgoing product or as part of the product itself.

Energy recovery – Waste-to-energy and Refuse-derived fuel in approved facilities are

able to make use of the heat available from the packaging components.

Disposal – Incineration, and placement in a sanitary landfill are needed for some

materials. Certain states within the US regulate packages for toxic contents, which have

the potential to contaminate emissions and ash from incineration and leachate from

landfill. Packages should not be littered.

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Development of sustainable packaging is an area of considerable interest by standards

organizations, government, consumers, packagers, and retailers.

CHAPTER-2

NEED ,SCOPE AND OBJECTIVE

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2.1 NEED OF THE STUDY:-

Today the world population is increasing rapidly due to which the natural resource get

exhausted,

Due to increase in population, there is a rise in demand of all consumer goods.

This further results in increase in the quantity of waste being generated in

homes, schools, hospitals, hotels and everywhere else. The answer is more

recycling containers.

The fast depleting natural resources have become an issue of concern.

Recycling not only helps in making new products but also decreases the

burden on the environment for raw material. The energy that is used for

recycling is much less than the energy needed for creating products from raw

materials.

A recycling program can not only create awareness about recycling among

people but it also makes the surroundings neat and clean as all the waste

products are collected in recycling bins and sent for recycling. 

2.2 SCOPE OF THE STUDY:-

Waste-picking is a well-established urban-survival tactic in India’s mega-

cities that act as magnets for the poorest, and recycling is a flourishing

business in the informal sector in India.

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This research paper is helpful for those company which wants to use recycled

packaging and recycled material in their production.

2.3 Purpose –

As our title of project is “consumer`s awareness and attitude towards the recycled packaging.”

So, it gives us a clear idea about the purpose of project. The current scenario appeals for the

efforts taken in the concern of environment. This paper aware & helps the customer`s as well as

the industries that are using packaging for their product. Secondly, it also spread the awareness

among people about the environment and the effect of the packaging on environment.

2.4 OBJECTIVE:-

1. To analyze the factors influencing consumer’s awareness and attitude towards the recycled

packaging.

2. To measure the level of awareness and attitude towards the recycled packaging in area of

Ludhiana and Jalandhar.

3. To identify levels of consumer awareness, their attitudes towards recycled packaged product.

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CHAPTER-3

REVIEW OF LITERETURE

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3.1 REVIEW OF LITERATURE

Elham Rahbar, Nabsiah Abdul Wahid, (2011)-A survey was carried out on 250 Chinese,

Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach

alpha and multiple regression were used to identify factors impact on Penang consumers actual

purchase behavior. The result revealed that customer's trust in eco-label and eco-brand and their

perception of eco-brand show positive and significant impact on their actual purchase behavior.

Tan Booi Chen, Lau Teck Chai (2010)- This paper is essentially exploratory in nature and

has two objectives. The first objective is to compare gender with attitudes towards the

Environment and green products. The second objective is to investigate the relationship between

attitude towards the environment and green products. Result from the independent sample t-test

shows that there were no significant differences between gender in their environmental attitudes

and attitudes on green products. The rotated factor matrix validated the underlying dimensions of

environmental attitudes into three major dimensions (environmental protection, government’s

role, and personal norm). Results from the multiple linear regression analysis revealed that

consumer attitudes on the government’s role and their personal norm towards the environment

contributed significantly to their attitude on green product. Further investigation revealed that

personal norm was the most important contributor to the attitude towards green product.

However, environmental protection did not contribute significantly to consumers’ attitudes on

green product. Leila Hamzaoui Essoussi, Jonathan D. Linton, (2010)  This paper aims to

consider the price premium that consumers state they are willing to pay for products with reused

or recycled content. It also aims to address the effect of the impact of product category on

consumers' willingness to pay premium prices.  Perceived functional risk is an important

determinant of the price that consumers are willing to pay for products that have recycled or

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reused content. It was also found that consumers will switch from a recycled product to a new

product within a smaller range of price for products with high functional risk. Jennifer

Acevedo( May/Jun 2009)This paper show how many brand owners spend a commendable

amount of time analyzing the environmental footprint of their packaging and specifying

materials that are easily accepted into the recycling stream. But what becomes of what's

collected, and what about the less recycling-stream-friendly materials? They founded Recycline

with an innovative and unique vision. They identified the gap between the amount of materials

being recycled and the number of products created with those materials and created the Preserve

brand to explore fresh ways to reuse and recycle everyday items that were frequently thrown

away John Kalkowski( Jan 2009):The researcher in this paper refers the period of six months in

which the use of recycled packaging materials was flying high. End users were demanding post-

consumer waste be included in their packaging as part of their sustainability efforts. Even though

prices for recycled commodities such as corrugated, plastics, paper, steel and aluminum were at

all-time highs, they were competitive with virgin materials. Recyclers were actually making a

profit- enough to share the wealth with municipalities that helped collect the materials . . Nik

Ramli Nik Abdul Rashid (2009) In 1996 Standards and Industrial Research Institute of

Malaysia (SIRIM)lunched the national eco-labeling program verifying products according to

environmental criteria such as Environmentally Degradable, Non-toxic Plastic Packaging

Material, Hazardous Metal-Free Electrical and Electronic Equipment, Biodegradable Cleaning

Agents and Recycled Paper. This paper approaches the introduction of eco-label with two

perspectives in mind. Firstly, while earlier studies from the western scholars use eco-label as a

part of the augmented product, this study introduces eco-label as a separate moderating variable.

Secondly, the choice of employees working in ISO14001 certified organization as the study

population explore a potentially conducive place to initiate a systematic effort in developing a

green consumer community. The result is very encouraging. This study has clearly shown that,

with some exposure to environmental related experiences (such as those who were working with

organization implementing the EMS) Malaysian consumer would indeed react positively to the

eco-label Brent Felgner ( Jul 30, 2007) . This research paper is mainly focus onWal-Mart

suppliers have always felt pressured for lower prices and greater efficiencies. Now the giant

retailer is "encouraging" its thousands of vendors to ratchet back their packaging, all in the

name of sustainability. The company wants to achieve a 5% reduction in packaging by 2013. To

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get there it has created a mini-infrastructure to help its suppliers and potential suppliers along.

Ellen Groves (Apr 10, 2007)The main focus of this paper is the cosmetics industry is hoping to

make the Earth a more beautiful place - one recyclable jar at a time. Given the upswing in

consumer awareness about environmental issues, beauty brands are increasingly opting for

greener packaging. Brands like Aveda and Natura are offering eco-friendly containers made

from materials such as recycled plastic and cornstarch, while others are taking the recycling

theme even further by embedding seeds in outer cartons, which can later grow into plants.

"Consumers are being educated to be conscientious about packaging waste and that's filtering

through to our beauty products..Gerard Prendergast, Leyland Pitt(1996): This paper finds

that the primary function of sales packaging is to protect the product until it is ready for use. The

marketing function carries the most influence within the organization when it comes to making

the sales package decision and, in the majority of cases, sales packaging accounts for less than 10

per cent of overall product costs. Claims the majority of respondents did not see a trade-off

between the marketing and logistical function of the sales package and the environmental

demands to reduce, recycle and/or reuse sales packaging. However, reports that respondents did

agree that sales packaging is a major environmental concern and, assuming it is not possible to

have a sales package which both enhances the saleability of the product and is compatible with

the environment, the ability of the sales package to sell the product is more important than its

compatibility with the environment. S.R. Ridge, C. Cull(1993)This paper of the recycling of

food packaging materials within the UK is described, given the introduction of the EEC

Directive on the containers of liquids for human consumption (85/339/EEC). There are

considerable energy savings associated with recycling. Glass and metals can be effectively

recycled, but participation levels are too low. The main conclusion is that there are few technical

problems associated with recycling — but there is a major political problem. Until such time as

the electoral system is changed to proportional representation, the importance of ecological

issues will be poorly represented. Terrance L. Pohlen, M. Theodore Farris(1993):-This paper

on recycling has experienced rapid growth as a technique to reduce the solid waste stream

volume. Despite the public appeal and acceptance of recycling, the reverse logistics channels

used in recycling have received minimal attention. However, the reverse channels' membership

and capabilities have a significant impact on the efficiency of processing recyclable material for

remanufacture into recycled products. Differing product characteristics, extensive handling, and

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low density shipments pose considerable obstacles to establishing an efficient reverse channel for

recyclable commodities. A framework, based on interviews and current literature, describes the

reverse logistics channel structure, membership and functions, and provides a foundation for

identifying the issues affecting efficiency and marketability, and possible future directions for

improving efficiency within the reverse channel structure. Victor Gray, John Guthrie(1993)

This paper shows that there is little doubt that consumers and manufacturers are becoming more

environmentally conscious about packaging. An overview is provided of recent trends in

packaging from the points of view of the consumer, the legislators, and the manufacturers. The

opportunities open to the marketer are highlighted as this new consumer group emerges and

discusses the need for the companies involved to address the whole issue of their own ethical

standards within the company. Grilli Frank(1993) . This paper covers waste management by:

(1) prevention, i.e. reduction of quantity or harmfulness of waste; (2) recovery, especially

recycling; and (3) disposal, as a last resort. Discusses the impact of the directive on companies

involved and how much can realistically be recycled; and that products cannot be recycled

indefinitely. Also discusses the marking of packaging to indicate that it is reusable, recoverable,

and its composition; and considers the value of this information to the consumer and those

involved with disposal and waste management. S.R. Ridge, C. Cull, (1993) . The main

conclusion is that there are few technical problems associated with recycling — but there is a

major political problem. Until such time as the electoral system is changed to proportional

representation, the importance of ecological issues will be poorly represented. Rod Sara, (1993)

Paperboard packaging is regarded as a most ecologically sound and environmentally friendly

packaging option, with benefits in product protection, waste and disposal properties and easy

recyclability. New Zealand has a paperboard packaging industry, small by international

standards, manufacturing 245,000 tonnes of packaging annually. Over 100,000 tonnes of

recycled fibre (25 per cent of all paper and paperboard consumed in New Zealand is recovered

for recycling) are included in packaging boards for a variety of uses. R.C. Coles, B. Beharrell,

(1993) They Develops and exemplifies the proposition that the key factors determining the

success of packaging innovation can be unified by considering them as consumer driven,

technology driven, and distribution driven. The concept of the packaging and distribution mix is

developed to show how organisations can respond, through marketing variables under their

control, to attempt to gain a competitive advantage over rivals. A packaging optimisation

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strategy is described, based on a total systems approach, which proposes a balance between the

complex mix of external influences.

CHAPTER-4

RESEARCH METHODOLOGY

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4. 1 RESEARCH METHODOLOGY

Research design:-

This research is descriptive in nature.

Population:-

All the company and customers that are using the recycling packaging in Punjab.

Sampling Technique:-

Quota and Convenience sampling technique will used to select the samples.

Sample Size:-

100 respondents.

Data collection technique:-

Data is collected through questionnaire and also used secondary data from different web sites

and journals

Data analysis technique:-

Factor analysis through SPSS.

Chi-square Test

Graphical Analysis

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CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

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TABLE:5.1

Place

Ca= Consumer awareness

Observed N Expected N Residual

3 13 16.7 -3.7

4 15 16.7 -1.7

5 22 16.7 5.3

6 27 16.7 10.3

7 18 16.7 1.3

8 5 16.7 -11.7

Total 100

(Ca=consumer awarness)

Page 32 of 75

TABLE:5.2

PLACE OF RESPONDENT

Observed N Expected N Residual

1 54 50.0 4.0

2 46 50.0 -4.0

Total 100

Test Statistics

Ca PLACE OF RESPONDENT

Chi-Square 17.360a .640b

Df 5 1

Asymp. Sig. .004 .424

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is

16.7.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is

50.0.

HYPOTHESIS :-

Ho:- Consumer awareness towards Recycled packaging is independent from place.

Ha :-Consumer awareness towards Recycled packaging is dependent on place.

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RESULT:- As we can see that after applying the Chi-square we noticed that the significant

value(.004) is less than the default value (.05) which shows that null hypothesis is rejected, that

means the alternative hypothesis is accepted and give us the result that place effect the

Consumer awareness towards the recycled packaging.

Q2) Gender: a) Male b) Female

TABLE:5.3

Page 34 of 75

Test Statistics

ca GENDER OF THE RESPONDENT

Chi-Square 17.360a 16.000b

Df 5 1

Asymp. Sig. .004 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell

frequency is 16.7.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell

frequency is 50.0.

HYPOTHESIS:-

Ho :- Consumer awareness is independent from the Gender.

Ha :- Consumer awareness is dependent on the Gender.

RESULT :- As we see that after applying the Chi-square we can see that significant

value(.004) is less than the default value (.05) which show that the null hypothesis is rejected,

that means alternative hypothesis is accepted and give us the result that Consumer awareness

towards recycled packaging is dependent on the Gender.

Q3) Occupation:-

a) Business b) Service c) Professional d) Student

TABLE:5.4

Page 35 of 75

Ca

Observed N Expected N Residual

3 13 16.7 -3.7

4 15 16.7 -1.7

5 22 16.7 5.3

6 27 16.7 10.3

7 18 16.7 1.3

8 5 16.7 -11.7

Total 100

OCCUPATION OF THE RESPONDENT

Observed N Expected N Residual

1 21 20.0 1.0

2 33 20.0 13.0

3 11 20.0 -9.0

4 34 20.0 14.0

5 1 20.0 -19.0

Total 100

Test Statistics

Ca

OCCUPATION OF THE

RESPONDENT

Chi-Square 17.360a 40.400b

Df 5 4

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OCCUPATION OF THE RESPONDENT

Observed N Expected N Residual

1 21 20.0 1.0

2 33 20.0 13.0

3 11 20.0 -9.0

4 34 20.0 14.0

5 1 20.0 -19.0

Asymp. Sig. .004 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected

cell frequency is 16.7.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is

20.0.

HYPOTHESIS :-

Ho :- Consumer awareness is independent from the Occupation .

Ha :- Consumer awareness is dependent on the Occupation.

RESULT:- As we see that after applying the Chi-square we can see that significant

value(.004) is less than the default value (.05) which show that the null hypothesis is

rejected ,that means alternative hypothesis is accepted and give us the result that Consumer

awareness towards recycled packaging is dependent on the Occupation

Q4) Educational Qualification,

TABLE:5.5

Page 37 of 75

Ca

Observed N Expected N Residual

3 13 16.7 -3.7

4 15 16.7 -1.7

5 22 16.7 5.3

6 27 16.7 10.3

7 18 16.7 1.3

8 5 16.7 -11.7

Total 100

QUALIFICATIONAL OF THE RESPONDENT

Observed N Expected N Residual

1 1 25.0 -24.0

2 33 25.0 8.0

3 65 25.0 40.0

4 1 25.0 -24.0

Total 100

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Test Statistics

Ca QUALIFICATIONAL OF THE RESPONDENT

Chi-Square 17.360a 112.640b

Df 5 3

Asymp. Sig. .004 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 16.7.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.

HYPOTHESIS :-

Ho :- Consumer awareness is independent from the Qualification.

Ha :- Consumer awareness is not independent from the Qualification

RESULT:- As we see that after applying the Chi-square we can see that significant value (.004)is less

than the default value (.05) which show that the null hypothesis is rejected ,that means alternative

hypothesis is accepted and give us the result that Consumer awareness towards recycled packaging is

dependent on Qualification

Q5) Which age category do you fall under?

1. Under 18 19-30 31-40 41-50 above 51.

TABLE:5.6

Page 39 of 75

Ca

Observed N

Expected

N Residual

3 13 16.7 -3.7

4 15 16.7 -1.7

5 22 16.7 5.3

6 27 16.7 10.3

7 18 16.7 1.3

8 5 16.7 -11.7

Total 100

AGE OF THE RESPONDENT

Observed N Expected N Residual

UNDER 18 2 25.0 -23.0

19-30 76 25.0 51.0

31-40 14 25.0 -11.0

41-50 8 25.0 -17.0

Total 100

Page 40 of 75

Test Statistics

Ca AGE OF THE RESPONDENT

Chi-Square 17.360a 141.600b

Df 5 3

Asymp. Sig. .004 .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 16.7.

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.

HYPOTHESIS :-

Ho :- Consumer awareness is independent from the Age.

Ha :- Consumer awareness is not independent from the Age.

RESULT:- As we see that after applying the Chi-square we can see that significant value is (.004)

less than the default value (.05) which show that the null hypothesis is rejected ,that means

alternative hypothesis is accepted and give us the result that Consumer awareness towards recycled

packaging is dependent from Age.

Q6) Do you know the symbol of recycled packaging?

YES NO

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FIGURE 5.1

RESULT:- This graph shows that during the survey 90 out of 100 are well known with the

symbol of recycled packaging.

Q7) Do you know about the environment friendly packaging?

YES NO

FIGURE 5.2

Page 42 of 75

Result:- This graph shows that 95 out of 100 respondent are aware about the

Environment friendly packaging .

Q8) Have you bought product which are marketed as recycled packaged product”?

YES NO

FIGURE 5.3

The Graph of this question shows that 77 out of 100 respondent buy the recycled

packaged product and 23 respondent do not want to buy recycled packed product.

Q9) Reasons for buying the recycled packaged product, Please rank from

(1=Most important, 2=Important, 3=Average, 4=Unimportant 5=Least UN important.)

Factors 1 2 3 4 5

Environmental concern

Design

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Good quality

Price

Easy care

Trendy

Q10) In which type of product do you use the recycled packaging?

Clothes

Canned Food

Water Bottle

Electronic goods

If any other please specify………………………..

FIGURE 5.4

Page 44 of 75

This graph shows that 38% of the respondent use the recycled packed water bottle, 33% of

the respondent use the recycled packaging in clothes, 16% of the respondent in electronics

good where as 12% in canned food and 1% of respondent are in other product.

Q11) Which factors influence your decision to purchase the products in the recycled

packaging?

S.no FACTORS

Strongly

Agree Agree Neutral

Disagree Strongly

Disagree

1. Environmental Concern

2. Quality

3. Design

4. Color

5. Fashion

6. Trendy

7. Price

8. Lightweight

9. Easy Care

10. Long Life

TABLE:5.7

Total Variance Explained

Compon

ent

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulati

ve % Total

% of

Variance

Cumulativ

e % Total

% of

Variance

Cumula

tive %

1 2.731 27.310 27.310 2.731 27.310 27.310 2.582 25.824 25.824

Page 45 of 75

2 2.222 22.216 49.526 2.222 22.216 49.526 1.962 19.621 45.445

3 1.071 10.713 60.240 1.071 10.713 60.240 1.467 14.674 60.119

4 1.057 10.570 70.809 1.057 10.570 70.809 1.069 10.691 70.809

5 .753 7.527 78.336

6 .670 6.697 85.033

7 .571 5.706 90.739

8 .393 3.926 94.664

9 .292 2.916 97.581

10 .242 2.419 100.000

FIGURE 5.5

TABLE:5.8

Rotated Component Matrixa

Component

1 2 3 4

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FACTORS INFLUENCING

PURCHASE DECISION--

ENVIRONMENTAL

CONCERN

-.089 -.070 -.012 .930

QUALITY .636 .205 -.037 .361

DESIGN .660 .013 -.484 -.047

COLOR .690 .068 .113 -.243

FASHION .731 -.081 .283 -.043

TRENDY .799 -.211 .213 -.013

PRICE .172 .077 .776 -.040

LIGHTWEIGHT .210 .540 .656 .011

EASYCARE -.113 .869 .247 .030

LONGLIFE .002 .898 -.029 -.083

Component Transformation Matrix

Component 1 2 3 4

1 .898 .244 .358 -.075

2 -.387 .830 .401 -.020

3 .207 .473 -.759 .396

4 -.025 -.166 .367 .915

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

INTERPRETATION:-

The output of the factor analysis is obtained by requesting principal component analysis and

specifying the rotation. There are three stage of factor analysis. Stage one being the factor

extraction process, other is these factor extraction process in shown in “scree plot”, wherein the

objective is to identify how many factors are to be extracted from the data. The most popular

Page 47 of 75

computation of an Eigen value, to how many factors to extract. The higher the Eigen value of the

factor, the higher is the amount of variance explained by the factor.

As evident from Table 1(looking at the cumulative Pet column), we find the four factors

extracted together account for 70.809% of the total variance (information contained in the

original 10 variables). Hence we have reduced the number of variables from 10 to 4 underlying

factors.

Looking at the table 2, we can say that the four factors extracted together in see in “scree plot”,

which is greater than 1. It means that when Eigen value is greater than 1 those factor is selected.

Looking at the table 3, we see that the variables; Fashion and trendy have loadings of 0.733 and

0.799 on factor 1. This suggests that factor 1 is a combination of these two variables. Table 3

also suggests the same grouping. Therefore this factor can be interpreted as “Stylish”.

Now for factor 2 (in Table 3), we see that easy care and long life have a loadings of 0.869 and

0.898 respectively, indicating that the factor 2 is a combination of these variables. Also Table 3

projects the same group. These variables can be clubbed into a single factor called ‘reliability’

factor.

As for factor 3(as seen in Table 3), it is evident that price and lightweight have a loading of

0.776 and 0.656 and this is also reflected in the unrotated factor matrix. This factor consisting of

the above two variables can be termed as ‘affordable ’.

Now for factor 4 (as seen in Table 3), we see that environmental concern quick have a loading of

0.930 indicating that the factor 4 is a combination of these variables. These variables can be

clubbed into a single factor called ‘environmental concern’ factor.

Q12) How much are you concern about recycled packaging ?

Always--- Often--- occasionally--- rarely--- never

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FIGURE 5.6

In the survey 38% of the respondent are occasionally concerned about recycled packaging

while buying the product , 29% of the respondent always , 29% of the respondent often

concerned about recycled packaging where as only 4% of the respondent respondents

rarely concerned about recycled packaging.

Q13) Do you think that Recycled Packaging can change your purchase decision?

Yes No

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TT

FIGURE 5.7

This graph shows that 68% of the respondent change their purchase decision due to

recycled packaging where as 32% of the respondent are uninfluenced due to recycled

packaging.

Q14) How often do you buy product in recycled packaging?

Daily

Weekly

Fortnightly.

Monthly

Page 50 of 75

FIGURE 5.8

This graph shows that the 26% of the respondent buy the recycled packed product daily,

26% of the respondent buy fortnightly, 25% of the respondent buy monthly and 23% of

the respondent buy it weekly.

Q15) How much extra would you be prepared to pay for a packaging made from recycled

materials compared to new materials?

Less than new packaging

Same price

Page 51 of 75

Up to 10%

FIGURE 5.9

In this survey 60% of the respondent wants to pay less than new packaging because they think

that recycled packaging is quite cheaper, 31% of the respondent ready to pay same price

whereas only 9% people ready to pay extra payment upto 10% for recycled packaging .

Page 52 of 75

CHAPTER-6

FINDINGS, RECOMMENDATION,

CONCLUSION, LIMITATIONS OF THE

STUDY&BIBLOGRAPHY

Page 53 of 75

6.1 FINDINGS:

Customer awareness towards Recycled Packaging is mostly depends on individual’s

Place, Gender, Occupation and Educational Qualification.

During the survey more than 90% of respondent are aware about the recycled packaging

with symbol and its effects on environment.

In the survey, maximum respondent prefer the recycled packaging in water bottle,

followed by clothes, electronics goods and canned food.

In the survey, it is find out that factors like stylish, reliability, affordable, and

environment concern are most effective for the consumer`s attitude and awareness

towards recycled packaging.

Here, only 29% of the respondents are always aware about the recycled packaging while

purchasing the product.

Only 68% of the respondents purchasing decision is influence by recycled packaging.

In this survey very few respondents buy the recycled packaged product frequently (i.e.

weekly).

More than 75% respondents buy those products which are marked as recycled packaged.

Only 38% of people are occasionally concern about recycled packaging.

60% of the people prefer to pay fewer amounts for recycled packaging.

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6.2 RECOMMENDATIONS

The company should consider that only few customers’ wants to make any extra payment

for the packaging so they should focus on cost incurred for the recycled packaging.

The company should consider the factor like income, place, gender, occupation while

designing the recycled packaged product.

The company should made recycled packaging more stylish, reliable, attractive and

affordable.

The company should also use recycled packaging in daily usage product which are having

more diffusion.

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6.3 CONCLUSION

This study focus indirectly on the environmental issue which is a very sensitive topic in present

scenario. The researcher has revealed all aspects of recycled packaging which make it

considerable issue. The research concluded that maximum no. of people are aware about recycled

packaging symbol and its effect on the environment. It showed that demographic factors like age,

income, gender, educational qualification plays a effective role in the awareness and attitude

towards recycled packaging. So recycled packaging should be according to demographic

segmentation and frequency of diffusion of product. The researchers concludes the project with

the hope it benefiting both the company and customers who are using recycled packaging and

packaged product.

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6.4 RESEARCH LIMITATIONS –

1. Short time period:-

Shorter time period to complete the study. It was not possible to understand practically all

aspects of the subjects. Each and every factor has been carried out carefully as much as possible

limitations to the study are beyond control.

2. Small area for Research: - The area for study were LUDIHANA AND JALANDHAR which

are not enough to check the issues regarding the

3. All the primary data has been collected by questionnaire, there is a choice of error as people

hesitate in granting correct data and sometime exaggerate the information.

4. Lack of Resources: - The main purpose of study is academics so, there was no sufficient

resources available to conduct survey at large level.

5. Sample size is not sufficient to justify such a sensitive and vast issue.

Page 57 of 75

6.5 REFERENCES:-

Gerard Prendergast, Leyland Pitt(1996),” Packaging, marketing, logistics and the

environment: are there trade-offs” , International Journal of Physical Distribution & Logistics

Management, Vol. 26 Iss: 6, pp.60 – 72.

S.R. Ridge, C. Cull, (1993) "RECYCLING CONTAINERS OF LIQUIDS FOR HUMAN

CONSUMPTION", British Food Journal, Vol. 90 Iss: 5, pp.212 – 215.

Terrance L. Pohlen, M. Theodore Farris, (1993) "Reverse Logistics in Plastics Recycling",

International Journal of Physical Distribution & Logistics Management, Vol. 22 Iss: 7, pp.35 –

47.

Leila Hamzaoui Essoussi, Jonathan D. Linton, (2010) "New or recycled products: how much

are consumers willing to pay?", Journal of Consumer Marketing, Vol. 27 Iss: 5, pp.458 – 468.

Victor Gray, John Guthrie, (1993) "Ethical Issues of Environmentally Friendly Packaging",

International Journal of Physical Distribution & Logistics Management, Vol. 20 Iss: 8, pp.31 –

36.

R.C. Coles, B. Beharrell, (1993) "Packaging Innovation in the Food Industry", British

Food Journal, Vol. 92 Iss: 9, pp.21 – 32

Jennifer Acevedo( May/Jun 2009) ), seeking the ideal form: product design and consumer

Response, journal of marketing, 59(July), 16-29.

. John Kalkowski( Jan 2009), packaging as a tool for product development: Communicating

value to consumers, Journal of food distribution research, 38 (1), 61-66.

Brent Felgner ( Jul 30, 2007) sales performance of packaging for consumer electronics

products, delft university of technology.

Ellen Groves (Apr 10, 2007) the power of packaging, united states of america, pp 186-216

Elham Rahkar, Nabsiah Abdul Wahid (2011) Research Paper on Eco-Label and Eco-brand.

Tan Booi Chen, Lau Teck Chai (2010) Research Paper on Environment.

Page 58 of 75

Ramli Nik Abdul Rashid (2009) Research Paper of SIRIM

Internet

http://business.enotes.com/business-finance-encyclopedia/advertising, 2006-04-08, 13.16

http://en.mimi.hu/marketingweb/lowinvolvement_products.html 2006-04-25, 14.12

http://encarta.msn.com/encyclopedia_761564279/Advertising.html 2006-04-04, 11.36

http://geoff.cox.free.fr/Docs/Text7.pdf 2006-04-10, 10.00

http://www.wisegeek.com/what-are-consumer-durables.html

http://www.allbusiness.com/marketing-advertising/576118-1.html

http://www.jstor.org/pss/30162315

BOOKS REFERED

Kotler Philip (2008), Marketing Management 12th Ed, New Delhi, Pearson Education,

PP34-42

Kotler,Philip and Pfoertsch (2006) Waldemar, 12th Ed, New Delhi, Pearson

publication, PP 56-66

Shah .K and D’Souza .A (2009) Advertising and Promotions :An IMC Perspective 11th

Ed, New Delhi ,TMH Publications, PP359-366

Page 59 of 75

RESEARCH ARTICLEE

Page 60 of 75

Annexure-1 (Research article)

EXECUTIVE SUMMARY

Packaging plays a major role when products are purchased. After all, it is the first thing

seen before making purchase choices and it is widely recognized that over 50% of purchasing

decisions are made at the shelf, or point of purchase. Therefore, packaging that creates

differentiation and identity in the relatively homogenous consumer packaged goods industry is

highly important. The total volume of packaging has grown enormously and now contributes a

very significant proportion of the domestic waste stream. Packaging will continue to be targeted

as wasteful. Therefore, eco-friendly sustainable packaging that is recyclable, reusable/refillable,

and/or made of biodegradable materials will be more sought after. .To objective of the study is

to analyze the factors influencing consumer’s awareness and attitude towards the recycled

packaging. For this we done a Descriptive Research with a sample size of 100 respondent.and

data is collected with the help of self prepared questionnaire under the Jalandhar and Ludhiana

city by using the convenes sampling. Factor analysis is used for the extraction of important

factor influencing the consumer awareness and attitude towards the recycled packaging.

During the study we find out some facts about the recycled packaging that about 90

% of the respondents are aware about the recycled packaging and its effect which is good sign

for those who are more sensitive about the environment and its preservation. It is also find out

that the recycled packaging is welcomed in the products like water bottle, followed by clothes,

electronics goods and canned food. Factors like stylish, reliability, affordable, and environment

concern are the effective in the formation consumer`s attitude and awareness towards recycled

packaging. So, these are some points which have to be kept in minds by the companies for the

making of packaging of their products. . This paper aware & helps the customer`s as well as

the industries that are using packaging for their product. Secondly, it also spread the awareness

among people about the environment and the effect of the packaging on environment. . The

research concluded that maximum no. of people are aware about recycled packaging symbol and

its effect on the environment. It showed that demographic factors like age, income, gender,

educational qualification plays a effective role in the awareness and attitude towards recycled

packaging. So recycled packaging should be according to demographic segmentation and

frequency of diffusion of product.

Page 61 of 75

INTRODUCTION

Recycling involves processing used materials (waste) into new products to prevent waste of

potentially useful materials, reduce the consumption of fresh raw materials, reduce energy usage,

reduce air pollution (from incineration) and water pollution (from landfilling) by reducing the

need for "conventional" waste disposal, and lower greenhouse gas emissions as compared to

virgin production. Recycling is a key component of modern waste reduction and is the third

component of the "Reduce, Reuse, Recycle" waste hierarchy.

Recyclable materials include many kinds of glass, paper, metal, plastic, textiles, and electronics.

Although similar in effect, the composting or other reuse of biodegradable waste – such

as food orgarden waste – is not typically considered recycling. Materials to be recycled are either

brought to a collection center or picked up from the curbside, then sorted, cleaned, and

reprocessed into new materials bound for manufacturing.

The human population is increasing and so are the needs of the people. But are there enough

natural resources to service all our needs. There may be, but in case there aren't, and the

resources do simply finish, are we going to leave the posterity nothing? Sounds like a terrible

eventuality indeed. Hence, depleting resources or not, we need to start recycling so that the

generations to come too can enjoy the resources their ancestors enjoyed.

Importance of Recycling

Saving Resources

A pretty commonsense argument in favor of recycling. It is always good to reuse metal items as

the metal reserves may be depleting. Even the metal object which you think is woefully useless

and rusted, can be revamped and resold, and you can hardly tell the difference. The importance

of recycling paper, like I said, is that it can help save our forests. 

Saving Energy

Confused? Recycling materials not only saves resources, but can also help save energy. When

we throw out something we have labeled useless, we throw out a processed product. Suppose

you have a rusty, broken door knob. There was obviously some time, energy and people involved

in the process that made processed metal and turned it into a doorknob. By simply recycling it or

make some basic fixes to it, we save all the energy that would have been consumed in the

Page 62 of 75

process of making it. Same with plastic items. A lot of energy can be saved by simply reusing the

plastic items. 

Reduce Pollution

How does recycling affect the environment? Simple. Let me take an example to elucidate the

importance of recycling plastic. Now say everyone decides not to recycle plastic. Then the

plastic-making factories will be running full steam ahead. And by steam I mean smoke. If the

production increases, the air pollution too will increase. And the factories that have not invested

in a pro-environment waste disposal system will ruin our atmosphere. These who have liquid

waste emissions without a waste water treatment system, will cause water pollution. Hence

indirect as it may seem, if recycling helps cut down our production, it will help reduce emissions

as well. Read on for more about plastic recycling.

Other Benefits

Well I said before that food cannot be recycled, but the excreta can. Biomass can be used to

produce energy as well as fertilizers. Think of all the money you'll save on fertilizers if you just

had a simply collect the biomass somehow and put it to good use!

Packaging:-

Packaging is the science, art and technology of enclosing or protecting products for distribution,

storage, sale, and use.

Packaging also refers to the process of design, evaluation, and production of packages.

Packaging can be described as a coordinated system of preparing goods for transport,

warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports,

informs, and sells.

The purposes of packaging and package labels Packaging and package labeling have several

objectives

Physical protection - The objects enclosed in the package may require protection from, among

other things, shock, vibration, compression, temperature, etc.

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Barrier protection - A barrier from oxygen, water vapor, dust, etc., is often required.

Permeation is a critical factor in design. Some packages contain desiccants or Oxygen absorbers

to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in

some food packages. Keeping the contents clean, fresh, sterile and safe for the intended shelf life

is a primary function.

Containment or agglomeration - Small objects are typically grouped together in one package

for reasons of efficiency. For example, a single box of 1000 pencils requires less physical

handling than 1000 single pencils. Liquids, powders, and granular materials need containment.

Information transmission - Packages and labels communicate how to use, transport, recycle, or

dispose of the package or product. With pharmaceuticals, food, medical, and chemical products,

some types of information are required by governments. Some packages and labels also are used

for track and trace purposes.

Marketing - The packaging and labels can be used by marketers to encourage potential buyers

to purchase the product. Package graphic design and physical design have been important and

constantly evolving phenomenon for several decades. Marketing communications and graphic

design are applied to the surface of the package and (in many cases) the point of sale display.

Security - Packaging can play an important role in reducing the security risks of shipment.

Packages can be made with improved tamper resistance to deter tampering and also can have

tamper-evident features to help indicate tampering. Packages can be engineered to help reduce

the risks of package pilferage: Some package constructions are more resistant to pilferage and

some have pilfer indicating seals. Packages may include authentication seals and use security

printing to help indicate that the package and contents are not counterfeit. Packages also can

include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance[7] tags

that can be activated or detected by devices at exit points and require specialized tools to

deactivate. Using packaging in this way is a means of loss prevention.

Convenience - Packages can have features that add convenience in distribution, handling,

stacking, display, sale, opening, reclosing, use, dispensing, and reuse.

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Purpose –

As our title of project is “consumer`s awareness and attitude towards the recycled packaging.”

So, it gives us a clear idea about the purpose of project. The current scenario appeals for the

efforts taken in the concern of environment. This paper aware & helps the customer`s as well as

the industries that are using packaging for their product. Secondly, it also spread the awareness

among people about the environment and the effect of the packaging on environment.

NEED OF THE STUDY:-

Today the world population is increasing rapidly due to which the natural resource get

exhausted,

1. Due to increase in population, there is a rise in demand of all consumer goods. This

further results in increase in the quantity of waste being generated in homes, schools,

hospitals, hotels and everywhere else. The answer is more recycling containers.

2. The fast depleting natural resources have become an issue of concern. Recycling not only

helps in making new products but also decreases the burden on the environment for raw

material. The energy that is used for recycling is much less than the energy needed for

creating products from raw materials.

3. A recycling program can not only create awareness about recycling among people but it

also makes the surroundings neat and clean as all the waste products are collected in

recycling bins and sent for recycling. 

SCOPE OF THE STUDY:-

1. Waste-picking is a well-established urban-survival tactic in India’s mega-cities that

act as magnets for the poorest, and recycling is a flourishing business in the informal

sector in India.

2. This research paper is helpful for those company which wants to use recycled

packaging and recycled material in their production.

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OBJECTIVE:-

1. To analyze the factors influencing consumer’s awareness and attitude towards the recycled

packaging.

2. To measure the level of awareness and attitude towards the recycled packaging in area of

Ludhiana and Jalandhar.

3. To identify levels of consumer awareness, their attitudes towards recycled packaged product.

RESEARCH LIMITATIONS –

1. Short time period:-

Shorter time period to complete the study. It was not possible to understand practically all

aspects of the subjects. Each and every factor has been carried out carefully as much as possible

limitations to the study are beyond control.

2. Small area for Research: - The area for study were LUDIHANA AND JALANDHAR which

are not enough to check the issues regarding the

3. All the primary data has been collected by questionnaire, there is a choice of error as people

hesitate in granting correct data and sometime exaggerate the information.

4. Lack of Resources: - The main purpose of study is academics so, there was no sufficient

resources available to conduct survey at large level.

5. Sample size is not sufficient to justify such a sensitive and vast issue.

REVIEW OF LITERATURE

Elham Rahbar, Nabsiah Abdul Wahid, (2011) -A survey was carried out on 250 Chinese,

Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach

alpha and multiple regression were used to identify factors impact on Penang consumers actual

purchase behavior. The result revealed that customer's trust in eco-label and eco-brand and their

perception of eco-brand show positive and significant impact on their actual purchase behavior.

Tan Booi Chen, Lau Teck Chai (2010)- This paper is essentially exploratory in nature and

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has two objectives. The first objective is to compare gender with attitudes towards the

Environment and green products. The second objective is to investigate the relationship between

attitude towards the environment and green products. Result from the independent sample t-test

shows that there were no significant differences between gender in their environmental attitudes

and attitudes on green products. The rotated factor matrix validated the underlying dimensions of

environmental attitudes into three major dimensions (environmental protection, government’s

role, and personal norm). Results from the multiple linear regression analysis revealed that

consumer attitudes on the government’s role and their personal norm towards the environment

contributed significantly to their attitude on green product. Further investigation revealed that

personal norm was the most important contributor to the attitude towards green product.

However, environmental protection did not contribute significantly to consumers’ attitudes on

green product. Leila Hamzaoui Essoussi, Jonathan D. Linton, (2010)  This paper aims to

consider the price premium that consumers state they are willing to pay for products with reused

or recycled content. It also aims to address the effect of the impact of product category on

consumers' willingness to pay premium prices.  Perceived functional risk is an important

determinant of the price that consumers are willing to pay for products that have recycled or

reused content. It was also found that consumers will switch from a recycled product to a new

product within a smaller range of price for products with high functional risk. Nik Ramli Nik

Abdul Rashid (2009) In 1996 Standards and Industrial Research Institute of Malaysia

(SIRIM)lunched the national eco-labeling program verifying products according to

environmental criteria such as Environmentally Degradable, Non-toxic Plastic Packaging

Material, Hazardous Metal-Free Electrical and Electronic Equipment, Biodegradable Cleaning

Agents and Recycled Paper. This paper approaches the introduction of eco-label with two

perspectives in mind. Firstly, while earlier studies from the western scholars use eco-label as a

part of the augmented product, this study introduces eco-label as a separate moderating variable.

Secondly, the choice of employees working in ISO14001 certified organization as the study

population explore a potentially conducive place to initiate a systematic effort in developing a

green consumer community. The result is very encouraging. This study has clearly shown that,

with some exposure to environmental related experiences (such as those who were working with

organization implementing the EMS) Malaysian consumer would indeed react positively to the

eco-label.Gerard Prendergast, Leyland Pitt(1996): This paper finds that the primary function

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of sales packaging is to protect the product until it is ready for use. The marketing function

carries the most influence within the organization when it comes to making the sales package

decision and, in the majority of cases, sales packaging accounts for less than 10 per cent of

overall product costs. Claims the majority of respondents did not see a trade-off between the

marketing and logistical function of the sales package and the environmental demands to reduce,

recycle and/or reuse sales packaging. However, reports that respondents did agree that sales

packaging is a major environmental concern and, assuming it is not possible to have a sales

package which both enhances the saleability of the product and is compatible with the

environment, the ability of the sales package to sell the product is more important than its

compatibility with the environment. S.R. Ridge, C. Cull(1993)This paper of the recycling of

food packaging materials within the UK is described, given the introduction of the EEC

Directive on the containers of liquids for human consumption (85/339/EEC). There are

considerable energy savings associated with recycling. Glass and metals can be effectively

recycled, but participation levels are too low. The main conclusion is that there are few technical

problems associated with recycling — but there is a major political problem. Until such time as

the electoral system is changed to proportional representation, the importance of ecological

issues will be poorly represented. Terrance L. Pohlen, M. Theodore Farris(1993):-This paper

on recycling has experienced rapid growth as a technique to reduce the solid waste stream

volume. Despite the public appeal and acceptance of recycling, the reverse logistics channels

used in recycling have received minimal attention. However, the reverse channels' membership

and capabilities have a significant impact on the efficiency of processing recyclable material for

remanufacture into recycled products. Differing product characteristics, extensive handling, and

low density shipments pose considerable obstacles to establishing an efficient reverse channel for

recyclable commodities. A framework, based on interviews and current literature, describes the

reverse logistics channel structure, membership and functions, and provides a foundation for

identifying the issues affecting efficiency and marketability, and possible future directions for

improving efficiency within the reverse channel structure.

RESEARCH METHODOLOGY

Research design:-

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This research is descriptive in nature.

Population:-

All the company and customers that are using the recycling packaging in Punjab.

Sampling Technique:-

Quota and Convenience sampling technique will used to select the samples.

Sample Size:-

100 respondents from Ludhiana and Jalandhar.

Data collection technique:-

Data is collected through questionnaire and also used secondary data from different web sites

and journals

Data analysis technique:-

Factor analysis through SPSS.

Chi-square Test

Graphical Analysis.

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FINDINGS:

Customer awareness towards Recycled Packaging is mostly depends on individual’s

Place, Gender, Occupation and Educational Qualification.

During the survey more than 90% of respondent are aware about the recycled packaging

with symbol and its effects on environment.

In the survey, maximum respondent prefer the recycled packaging in water bottle,

followed by clothes, electronics goods and canned food.

In the survey, it is find out that factors like stylish, reliability, affordable, and

environment concern are most effective for the consumer`s attitude and awareness

towards recycled packaging.

Here, only 29% of the respondents are always aware about the recycled packaging while

purchasing the product.

Only 68% of the respondents purchasing decision is influence by recycled packaging.

In this survey very few respondents buy the recycled packaged product frequently (i.e.

weekly).

More than 75% respondents buy those products which are marked as recycled packaged.

Only 38% of people are occasionally concern about recycled packaging.

60% of the people prefer to pay fewer amounts for recycled packaging.

RECOMMENDATIONS

The company should consider that only few customers’ wants to make any extra payment

for the packaging so they should focus on cost incurred for the recycled packaging.

The company should consider the factor like income, place, gender, occupation while

designing the recycled packaged product.

The company should made recycled packaging more stylish, reliable, attractive and

affordable.

The company should also use recycled packaging in daily usage product which are having

more diffusion

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CONCLUSION

This study focus indirectly on the environmental issue which is a very sensitive topic in present

scenario. The researcher has revealed all aspects of recycled packaging which make it

considerable issue. The research concluded that maximum no. of people are aware about recycled

packaging symbol and its effect on the environment. It showed that demographic factors like age,

income, gender, educational qualification plays a effective role in the awareness and attitude

towards recycled packaging. So recycled packaging should be according to demographic

segmentation and frequency of diffusion of product. The researchers concludes the project with

the hope it benefiting both the company and customers who are using recycled packaging and

packaged product.

ANNEXURE

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Annexure (2)

Questionnaire

Dear respondent we are conducting a marketing research on “Customer awareness and

attitude towards recycled packaging”. We will be grateful to you if you could spare some time

and fill the questions given below.

Questionnaire:-

Q1.Name of the respondent:-

Place………………

Q2) Gender: a) Male b) Female

Q3) Occupation:-

a) Business b) Service c) Professional d) Student

Q4) Educational Qualification,

Q5) Which age category do you fall under?

2. Under 18 19-30 31-40 41-50 above 51.

Q6) Do you know the symbol of recycled packaging?

YES NO

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Q7) Do you know about the environment friendly packaging?

YES NO

Q8) Have you bought product which are marketed as recycled packaged product”?

YES NO

Q9) Reasons for buying the recycled packaged product, Please rank from

(1=Most important, 2=Important, 3=Average, 4=Unimportant 5=Least UN important.)

Factors 1 2 3 4 5

Environmental concern

Design

Good quality

Price

Easy care

Trendy

Q10) in which type of product do you use the recycled packaging?

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Clothes

Canned Food

Water Bottle

Electronic goods

If any other please specify………………………..

Q11) Which factors influence your decision to purchase the products in the recycled

packaging?

S.no FACTORS

Strongl

y

Agree

Agree Neutral

Disagree

Strongly

Disagree

1. Environmental

Concern

2. Quality

3. Design

4. Color

5. Fashion

6. Trendy

7. Price

8. Lightweight

9. Easy Care

10. Long Life

Q12) How much are you concern about recycled packaging ?

Always--- Often--- occasionally--- rarely--- never

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Q13) Do you think that Recycled Packaging can change your purchase decision?

Yes No

Q14) How often do you buy product in recycled packaging?

Daily

Weekly

Fortnightly.

Monthly

Q15) How much extra would you be prepared to pay for a packaging made from recycled

materials compared to new materials?

Less than new packaging

Same price

Up to 10%

Up to 20%

More than 20%

Thank you …………..

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