Sustainable Product Design and Green Marketing: Consumer Responses to Eco-friendly Packaging

Business Administration (Global Entertainment), Hong Kong Baptist University, 999077 Hong Kong, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

In recent years, the “dual‑carbon” goal has driven the global upgrade of sustainable consumption. Eco‑friendly packaging has becom e a key differentiator for FMCG enterprises. However, consumer acceptance varies, and companies face a dilemma of imbalance between investment in green design and consumption conversion. Existing studies mostly discuss the impact of sustainable product design or green marketing separately, lacking a systematic integration of the synergistic effects and moderating mechanisms in the context of eco‑friendly packaging.T his study adopts a systematic literature review. Based on the Theory of Planned Behavior (TPB) and Design for Sustainable Behavior (DfSB), it summarizes evidence showing that packaging design attributes can encourage pro‑environm ental behavior by shaping consumers’ perceived value, while green marketing strategies mainly work by strengthening trust and attitudes. When design and marketing are combined, factors such as subjective norms, perceived behavioral control, and environmental consciousness significantly change the strength of these paths. The study concludes that the successful commercialization of eco‑friendly packaging requires close coordination between design and marketing, as well as differentiated strategies for consumer groups with high and low environmental consciousness, in order to promote the implementation of sustainable consumption under the dual‑carbon goals.