Abstract

Purpose: The global shift toward environmental sustainability has placed significant pressure on businesses to adopt sustainable packaging practices. With rising consumer awareness and stringent government regulations, firms must balance economic viability, supply chain efficiency, and customer expectations. Despite the growing recognition of sustainable packaging as a critical component of corporate social responsibility, its impact on supply efficiency and customer loyalty remains underexplored. Companies struggle to integrate sustainable materials into their supply chains without incurring excessive costs or disrupting operational efficiency, which raises concerns about the overall feasibility and long-term benefits of these initiatives. This study aims to bridge these gaps by exploring how sustainable packaging impacts supply efficiency and customer loyalty in a competitive market landscape.

Method: This study is grounded in positivism, a philosophical approach that emphasizes objectivity, empirical observation, and hypothesis testing to generate generalizable knowledge through measurable data. The study employs a quantitative research approach to systematically investigate the causal relationships and employs convenience sampling to recruit 150 participants.

Findings: The study concludes that sustainable packaging significantly enhances customer loyalty. The study also confirms that sustainable packaging positively influences supply efficiency. The study further concludes that supply efficiency strengthens the relationship between sustainable packaging and customer loyalty. The study recommends that businesses should shift towards eco-friendly packaging materials such as biodegradable, recyclable, or reusable options to enhance brand loyalty and meet customer expectations. Firms should integrate advanced logistics technologies to improve supply chain responsiveness and efficiency, maximizing the benefits of sustainable packaging. Organizations should actively communicate their sustainability initiatives to consumers through marketing campaigns, product labeling, and corporate social responsibility (CSR) reports.

This work is licensed under a Creative Commons Attribution 4.0 License.