Consumer attitude to purchasing green packaged products usually varies from one country to the other, despite the importance of green packaging. In order to further situate the role of green packaging in consumer buying behaviour in this era of sustainable development, this study investigates the linkage
between green packaging, consumer attitude and consumer buying behaviour in developing countries, using Nigeria as a case in point. Survey research design was adopted with the aid of a structured questionnaire to collect data, out of which 360 valid responses were analysed using Jamovi Advanced Mediation Models (JAMM). Results revealed that the estimate of the independent variables i.e., environmental concern, ecolabelling and packaging material are -0.442, 0.789, and 0.275 respectively.
The prediction model shows that ecolabelling, environmental concern and packaging material influence consumer buying behaviour, having their p values to be <0.001 and their t values greater than 1.96. While ecolabelling and packaging material have positive significant relationship, environmental concern has a negative significant relationship. This implies that environmental concern has no significant effect on consumer buying behaviour, although consumers take note of the packaging material and labels on the products in making their buying decisions. This study concludes that, although consumers currently lack environmental awareness, manufacturing firms should consider the impact of their activities on the environment, and prevent deliberate harm to the ecosystem. Firms can further improve on their packaging materials by making using of biodegradable packaging materials with ecolabels as it causes less harm to the environment and mitigates the consequences of environmental degradation.