Ефективність екопакування у формуванні екологічного іміджу бренду

Abstract

The paper is dedicated to the study of eco-packaging as a strategic tool in shaping a brand’s environmental image, particularly in the context of small businesses. The research outlines current trends in sustainable packaging and analyzes the key requirements for eco-packaging from both branding and consumer perception perspectives. Special attention is paid to the economic, social, and ecological benefits of using eco-packaging. Based on the theoretical framework and practical case studies, the work demonstrates how eco-packaging can enhance a brand’s reputation and contribute to environmentally responsible business practices.