Consumer Attitude Towards Green Packaging Among Urban Shoppers in Benin City, Edo State

This study investigates consumer attitude towards green packaging among urban shoppers in Benin City, Edo State, South South Nigeria. As global environmental concerns mount, packaging sustainability has emerged as a significant dimension of corporate social responsibility and a potential driver of consumer preference. In Nigeria, where plastic waste management remains a critical environmental challenge, understanding consumer attitudes toward eco-friendly packaging alternatives is timely and practically important. The study adopts a descriptive survey design, targeting 275 adult shoppers in supermarkets and open markets across Benin City through stratified random sampling. A structured questionnaire measures awareness of green packaging, attitude formation drivers including environmental concern and perceived product quality, and actual green packaging preference behaviour. Descriptive statistics, Pearson correlation, and regression analysis are employed. The study also examines whether income and educational level moderate the attitude-behaviour relationship in green packaging preference. Preliminary findings indicate that while environmental concern positively predicts green packaging attitudes, this does not consistently translate into preference at the point of purchase due to price premium concerns and limited product labelling clarity. Educated, higher-income respondents show stronger attitude-behaviour consistency. Recommendations are directed at consumer goods companies, packaging producers, and environmental regulators on designing green packaging strategies that are accessible and appealing to Nigerian urban consumers across income levels. Keywords: green packaging, consumer attitude, sustainability, Benin City, environmental marketing