The increasing environmental concerns related to plastic pollution and unsustainable consumption patterns have enhanced the importance of eco-friendly packaging in influencing consumer behaviour. The present study examines the impact of eco-friendly packaging on consumer purchase intention among consumers in Surat city. The study specifically evaluates the influence of awareness, consumer attitude, environmental concern, social influence, price sensitivity, and brand trust on sustainable purchasing behaviour. A quantitative research methodology was adopted, and primary data was collected from 100 respondents through a structured questionnaire using a five-point Likert scale. Statistical tools such as descriptive statistics, Cronbach’s Alpha, correlation analysis, multiple regression analysis, and hypothesis testing were applied to analyze the collected data.

The findings reveal that environmental concern recorded the highest mean score (Mean = 3.472), followed by awareness (Mean = 3.438), indicating positive consumer perception toward sustainable packaging. Reliability analysis showed strong internal consistency, with Cronbach’s Alpha values above 0.85 for all constructs. Correlation analysis indicated that consumer attitude had the strongest positive relationship with purchase intention (r = 0.635). The regression analysis revealed that the model explained 60% of the variation in purchase intention (R² = 0.600). Consumer attitude (β = 0.282, p = 0.001), awareness (β = 0.175, p = 0.050), social influence (β = 0.214, p = 0.015), and brand trust (β = 0.241, p = 0.007) showed significant positive influence on purchase intention, whereas price sensitivity demonstrated a significant negative influence (β = -0.348, p = 0.000). Environmental concern showed a positive but statistically insignificant relationship with purchase intention.