Dr.Gaurav Kumar Gupta, Pankaj Tyagi and Dr.Akhilesh Upadhyay

Abstract

Sustainable packaging has become a prominent strategic lever for health-oriented brands, where packaging cues influence credence-based evaluations such as safety, authenticity, and perceived healthfulness. Yet consumer response is heterogeneous: eco-packaging can strengthen trust and trigger a green–health halo, while simultaneously provoking skepticism and price-resistance, limiting behavioral conversion. This paper develops a moderated mediation framework linking perceived sustainable packaging (PSP) to purchase behavior via consumer trust and perceived healthfulness, moderated by green skepticism. To ground theory in real-world practice, the study uses a multiple case study approach across three health-oriented brand initiatives: (i) Dove’s refillable deodorant packaging (Unilever), (ii) Danone Actimel’s packaging redesign reducing plastic and improving recyclability, and (iii) Himalaya BabyCare’s packaging revamp aimed at significant plastic reduction. Cross-case synthesis indicates that (1) visible and comprehensible sustainability cues can enhance trust when aligned with product integrity and hygiene expectations; (2) sustainable packaging often functions as a “health signal,” elevating perceived healthfulness especially for wellness categories; and (3) skepticism and affordability constraints shape boundary conditions, particularly when sustainability claims are not paired with clear proof cues. The paper concludes with an empirically testable model and research agenda suitable for SEM/experimental validation.