A STUDY ON RESPONSIBLE DISPOSAL OF FMCG PRODUCTS PACKAGING BY INDIAN CONSUMERS USING THEORY OF PLANNED BEHAVIOR

Abstract

The ever-growing consumption of Fast-Moving Consumer Goods (FMCG) products generates significant packaging waste in India. With increasing consumer awareness, regulatory scrutiny, and corporate social responsibility expectations, addressing responsible disposal practices has become essential not only for businesses but also for individuals. This study aims to understand Indian consumer behavior regarding responsible disposal of FMCG packaging, using the Theory of Planned Behavior (TPB) framework. This study addresses the research gap highlighted in the literature which is limited literature in Indian context and the theoretical framework references. The study utilized primary survey and cross-sectional data. A survey was conducted among 90 respondents aimed to understand the current level of awareness, identify key barriers, explore factors influencing attitudes, investigate intentions, and propose recommendations for promoting responsible disposal behavior. Before performing Data Analysis, Data Cleaning was performed to ensure accurate and reliable results. In order to check the reliability and validity of the model SMART PLS 4 software has been used which confirmed the reliability, convergent and discriminant validity for the model. Through Bootstrapping, P value was found which helped in Hypothesis Testing.

The study highlights a gap between positive attitudes towards responsible disposal and actual intentions. This suggests that factors beyond attitudes are hindering responsible disposal practices. Interestingly, the hypothesis that proposed a positive influence of incentives on attitudes was not found to be statistically significant. This may indicate that Indian consumers are intrinsically motivated to dispose of packaging responsibly, and external incentives may not be the most effective approach as consumers are now more aware. This study offers valuable insights into the complexities of consumer behavior regarding responsible disposal of FMCG packaging in India. Understanding the factors that influence attitudes and intentions, alongside the identified barriers, will be crucial for developing effective interventions to promote sustainable disposal practices. It also proposes some valuable recommendations to promote the recycling behavior.