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About the Project

The proposed thesis will examine the influence of eco-friendly packaging design cues on perceived sustainable consumer purchase decisions in the Indian self-service food retail sector during the COVID-19 Pandemic. Green Consumption is a process strongly influenced by consumer values, norms and habits – but is also highly complex, diverse and context dependent. The thesis proposes a quantitative approach. In situations of consumption, which are subject to moral and social norms, such as environmental consumption, a laddering technique of questioning is followed. Data collected through questionnaire-led semi-structured in-depth interviews will study Structural Cues, Visual Cues, Sensory Cues & Informational Cues related to packaging design.

Department and Campus

Department of Mass Communication, School of Arts, Humanities & Commerce, Coimbatore

Skillsets Preferred from Applicants

Strong foundation in research, academic writing skills


Influence of Eco-friendly Packaging Design, Purchase decision
Dr. Kalyani Suresh

Vice Chairperson | Associate Professor
School of Communication, Coimbatore

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