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: Supervisor:

Group No:- MRS. MANNET KAUR

Sumit Singhal Roll No.RT1902A18 Lecturer in LIM

Ranjan Kishore .Roll No.RT1902A24

Ashish Jindal . Roll No. RT1902B34

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(Year 2010-2011)

Page 1 of 74
 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 74
 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 74
 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 74
 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 74
 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 74
 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 74
 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 % of Attendance

(Rate 0 to 5, 0 being for capstone
the lowest)

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-1
13-19

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 19
CHAPTER-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 23
CHAPTER-3
24-28

3.Review of Literature 25
CHAPTER-4
29

4.1 Research methodology 30

CHAPTER-5
31-51

5.1Data Analysis and Interpretation 32-51

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

LIST OF TABLES

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

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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
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.

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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 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.

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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
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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Fragile Do not use hand hooksThis way up Keep away from sunlight

Clamp as indicated Do not clamp as indicated

Keep away from waterCentre of gravity

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.

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

organizations, government, consumers, packagers, and retailers.

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 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.
 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

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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
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

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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
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

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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
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

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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
strategy is described, based on a total systems approach, which proposes a balance between the
complex mix of external influences.

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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

Page 31 of 74
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)
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

Page 32 of 74
 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.

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 33 of 74
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.

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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

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

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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
Total 100

Test Statistics

OCCUPATION OF THE
Ca RESPONDENT

Chi-Square 17.360a 40.400b

Df 5 4
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

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Q4) Educational Qualification,

TABLE:5.5

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

Test Statistics

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 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 38 of 74
Ca

Expected
Observed N 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

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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

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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 43 of 74
 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?

Strongly Disagree Strongly

S.no FACTORS Agree Agree Neutral 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

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings

Compon % of Cumulati % of Cumulativ % of Cumula

ent Total Variance ve % Total Variance e% Total Variance tive %

1 2.731 27.310 27.310 2.731 27.310 27.310 2.582 25.824 25.824

Page 44 of 74
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--
-.089 -.070 -.012 .930
ENVIRONMENTAL
CONCERN
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

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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

Page 48 of 74
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 49 of 74
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 50 of 74
  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 51 of 74
 CHAPTER-6

FINDINGS,
RECOMMENDATION,
CONCLUSION,
LIMITATIONS OF THE
STUDY&BIBLOGRAPHY

Page 52 of 74
 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.

Page 54 of 74
 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.

Page 55 of 74
 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 56 of 74
 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 57 of 74
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 58 of 74
RESEARCH ARTICLEE

Page 59 of 74
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 60 of 74
 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

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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!

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.

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 ANNEXURE

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

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

 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?

Disagree
S.no FACTORS Strongly Agree Neutral Strongly
Agree 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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