Consumer Packaging Perceptions and Trends
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Abstract
Abstract
The fashion industry has grown increasingly aware of the impact that packaging has had on the environment through the packaging waste generated across the entire supply chain. It is an industry with a low recycling rate and a high rate of resource consumption. Therefore, interest has developed in more green packaging solutions as fashion-branded enterprises try to improve packaging sustainability and adopt more reliable business practices. Research in Kenya has mainly focused on measures resulting from the plastic ban, laws and regulations and packaging trends. The purpose of this review was therefore to explore the selected determinants that led to the choice of green packaging. The literature revealed that there were gaps in the low cognition and low uptake in the use of green packaging, and the determination of the selected determinants that lead to the choice and use of green packaging. In conclusion, the application of green packaging among fashion-branded enterprises remains in its infancy. Economic, regulatory and consumer-oriented factors mainly drove the adoption of green packaging by fashion-branded enterprises. This review therefore recommends that manufacturers and suppliers of green packaging consider awareness, materials, costs, and alternative options to increase the permanence of their use.
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@article{Riungu2026Selected,
title = {Selected Determinants That Lead to the Choice of Green Packaging Use Among Fashion-Branded Enterprises in Nairobi City County, Kenya},
author = {Noreen Riungu and Jacqueline Kisato and Gladwell Mbugua},
journal = {International Journal For Multidisciplinary Research},
year = {2026},
doi = {10.36948/ijfmr.2026.v08i03.81539},
url = {https://doi.org/10.36948/ijfmr.2026.v08i03.81539}
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