As society advances, the earth suffers irreversible side effects, such as climate change and depletion of natural resources. With the average consumer becoming more aware of the environment, companies have changed their methods of business to appeal to their customer’s current needs. This rising concern for environmental protection has not only changed how companies operate, but has opened up a whole new market. The consumers should have more awareness regarding sustainability not only with what they are consuming, but also for what they are disposing off. The main objective of this research is to understand the role and responsibility of product packaging in the cosmetic industry. This paper also explores the relationship between the consumer awareness and the buying decision of the sustainably packaged products. This explores the education and awareness level of the consumers. Also, it is also taken in consideration to find out whether there will be a shift in the brand loyalty in the minds of consumers or not.

The main objective of this research is to understand the role and responsibility of product packaging in the cosmetic industry. The in depth study of packaging elements are done in the research. This paper also explores the relationship between the consumer awareness and the buying decision of the sustainably packaged products. This explores the education and awareness level of the consumers. Also, it is also taken in consideration to find out whether there will be a shift in the brand loyalty in the minds of consumers or not.To examine these issues, two hypotheses are taken, one explores whether or not the consumer awareness of sustainable packaging is proportional to the buying decision of the consumers. Second hypothesis concerns the loyalty of the consumer is more if the brand provides sustainable packaging for its products. This research will be beneficial in knowing the consumer psyche regarding the sustainable.