Enhancing sustainable agriculture through innovative packaging: consumer preferences and willingness to pay in the Nepalese market

This study investigates the consumer preferences for packaged agricultural products in Nepal, examining how advanced packaging solutions can align with the emerging sustainable consumption patterns. Employing a combination of online surveys and face-to-face interviews, the research explores the willingness of consumers to invest in packaging attributes that promote environmental sustainability, convenience and information transparency. Utilization of the ordered logit regression model reveals a positive consumer disposition towards eco-friendly packaging materials, clear labeling of product information and ease of use. The study uncovers a robust willingness among consumers to pay a premium for these innovative packaging features, emphasizing the need for industry stakeholders to incorporate sustainability into packaging design. The findings suggest that consumers are willing to pay up to 20% more for products with green packaging initiatives, showcasing the potential to leverage such preferences in support of sustainable agricultural practices and reduction of post-harvest losses in Nepal and potentially in similar markets globally.