Özet:

This study aims to investigate the impact of sustainable packaging on consumer buying behavior in the fastmoving consumer goods (FMCG) industry. The study collected data from a sample of 400 consumers through a questionnaire that included questions related to their preferences for FMCG products with sustainable packaging, as well as demographic factors such as age, income, education, and sustainability rating. The data were analyzed using t-tests and multiple regression analysis. The results of the study showed that consumers have a stronger preference for FMCG products with sustainable packaging compared to products with non-sustainable packaging. The study also found that younger, higherincome, and more educated consumers are more likely to prefer FMCG products with sustainable packaging. The sustainability rating of the consumers also had a significant positive impact on their preference for sustainable packaging. The findings of this study have important implications for FMCG companies, highlighting the importance of incorporating sustainable packaging in their products to meet consumer demand and improve their environmental sustainability. The study also emphasizes the need for FMCG companies to target younger, higher-income, and more educated consumers in their marketing strategies for sustainable packaging

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