UNDERSTANDING THE ROLE OF GREEN PACKAGING DESIGN IN RETAIL PERFORMANCE: A QUALITATIVE STUDY

Abstract

This study explores the impact of green packaging design on firm performance within the retail sector of Pakistan. As sustainability gains prominence in the global business landscape, firms are increasingly adopting environmentally responsible practices, including green packaging. This qualitative study delves into the impact of green packaging design on the performance of Sapphire Retail Limited, a prominent player in the retail sector of Pakistan. Through rigorous in-depth interviews, content analysis, and thematic coding, insights are gathered from professionals associated with Sapphire Retail Limited. The study underscores the pivotal role of green packaging design in elevating the firm's performance, encompassing aspects such as brand image, customer loyalty, and operational efficiency. By dissecting how Sapphire Retail Limited leverages its distinctive green packaging resources, the findings offer valuable insights for retail businesses operating in Pakistan, emphasizing the strategic importance of green packaging design as a resource that can positively influence overall firm performance and competitiveness.