Published Paper Details:

In Response To Escalating Environmental Concerns, Sustainable Packaging Has Emerged As A Critical Focus For Industries Aiming To Reduce Ecological Footprints And Meet Consumer Expectations. This Study Explores The Role Of Generation Z And Millennials--Collectively Termed "Generation Green"--In Influencing Corporate Decisions On Sustainable Packaging. By Employing A Mixed-Methods Approach, Including Surveys And Case Study Analysis, The Research Assesses The Relationship Between Youth-Driven Sustainability Values And Brand Loyalty. Findings Reveal That Educational Attainment Significantly Enhances Environmental Consciousness Among Youth, While Age And Gender Have Negligible Effects. Although Sustainable Packaging Is A Growing Demand, Its Impact On Brand Loyalty Appears Limited, Suggesting That Additional Factors Influence Consumer Retention. The Research Provides Key Insights For Companies Aiming To Align Packaging Strategies With The Expectations Of Environmentally Conscious Consumers.