Eco-Packaging as a Core Element in Promoting Ecological Consumption

Abstract

The article explores the significance of eco-packaging as a key element of modern marketing, with particular emphasis on its role in maintaining the ecological sustainability of brands. Packaging serves to protect products, shape brand image, and capture consumer attention, and in the face of global environmental challenges, it has become an important tool in ecological marketing. The application of nanotechnologies and biotechnologies opens up new opportunities for the development of environmentally safe packaging solutions. The article also notes that the use of eco-packaging, including biodegradable and recyclable materials, helps enhance companies’ images and attract environmentally conscious consumers. Special attention is given to the concepts of “green” marketing and their connection to sustainable development goals, such as creating sustainable cities, responsible consumption, and combating climate change. Various methods for implementing eco-packaging are discussed, along with its influence on brand perception and consumer preferences, as well as the necessity for cooperation among all market participants to overcome economic and technological barriers. In conclusion, the author argues that fostering innovation in packaging is an integral component of the “green” economy.