Consumers' preferences and attitudes towards sustainability play a significant role in shaping their purchasing decisions. As sustainability becomes increasingly important to consumers, businesses need to adapt their strategies and offerings to meet these de-mands. Implementing sustainable packaging involves more than just using environ-mentally friendly materials. It requires a comprehensive understanding of consumer behaviour and their perceptions of sustainable packaging. This includes factors such as consumer preferences, values, beliefs, and motivations, which influence their choices and decision-making processes. The aim of this thesis to understand consumer behaviour with respect to sustainable packaging and is aligned with the need for businesses to grasp the factors that influ-ence consumers the most. By gaining insights into consumer behaviour, decision mak-ers can develop effective strategies and create a positive impact with their sustainable packaging offerings. Consumer behaviour theories provide a framework for under-standing the underlying psychological processes that influence consumer choices. By identifying the most important behavioural norms displayed by consumers during the purchase decision-making process, businesses can tailor their strategies and communi-cation efforts to effectively engage with consumers and promote sustainable packag-ing. In summary, this thesis aims to bridge the gap between consumer behaviour and sus-tainable packaging by providing insights into consumer perceptions, preferences, and decision-making processes, and creating a conceptual model that highlights the ele-ments of green packaging and how consumers respond to those elements. This knowledge can empower businesses to develop sustainable packaging strategies that align with consumer expectations and contribute to a more sustainable future.