Journal of Policy Research, 9(4), 264-275 https://jprpk.com https://doi.org/10.61506/02.00149 264 An Empirical Investigation of Sustainable Packaging Purchase Intention in Pakistan. Hafiza Sobia Tufail 1* , Sidra Ramzan 2 , Fahad Javed Baig 3 , Waqas Baig 4 , Fasiha Nargis 5 Abstract The concept of sustainability is becoming more widely discussed in daily conversations, and more people are adopting sustainable lifestyles. The main objective of this study is to determine the reason for (motivator), reason against (barrier) influencing consumer values (ascription of responsibility), attitude, and purchase intention toward sustainable packaged products. The study uses the “Behavioural reasoning theory” as underpinning foundations to find the consumers’ intention toward sustainable packaged products. The data was collected through a questionnaire from the university students who were enrolled in the MBA program. The survey was conducted online and on paper. There were 850 questionnaires distributed in all; the final sample size, with a 70% response rate, was determined by excluding invalid responses from the 580 questionnaires. PLS-SAM was used for data analysis. The finding of this study discussed that reason for (environmental concern and health consciousness) has a positive impact on consumer attitude and sustainable product purchase intention. Similarly, the results of this study explained that reason against (information barrier and perceived price) has negative impact on consumer attitude and sustainable packaging product purchase intention. Finally, the results of this study showed that the ascription of responsibility positively influenced attitude and reason for toward sustainable packaging products and negatively influenced on reason against toward sustainable packaging product purchase intention. Additionally, marketers can apply these findings both theoretically and practically. Keywords: Sustainable packaging, Purchase intention, Behavioral Reasoning Theory (BRT), Environmental concern, Health consciousness, Information barrier, Perceived price, Ascription of responsibility. 1. Introduction Environmental protection has become more popular in recent years as people have become more conscious of the depletion of natural resources (Lan et al., 2023). Consumers are now encouraged to support sustainable development, particularly environmental protection (James & Kurian 2021). Recent environmental studies have demonstrated that customers are ecologically conscious (Kingston & Paulraj 2024; Prakash et al., 2024; Lan et al., 2023; James & Kurian 2021; Gaiser, 2020). Environmental awareness is becoming more and more prevalent in modern marketing, especially in the design of packaging (Nguyen et al., 2021). Packaging serves many useful functions, such as brand identification, protection, and efficient transportation (Jestratijevic et al., 2022). Additionally, it is a crucial instrument for creating value (Lisboa et al., 2022), and in the competitive market, it has become a most effective promotional and advertising tool (Lisboa et al., 2022; Steenis et al., 2018). Packaging disposal after a single usage is a major disadvantage that harms the environment (Lisboa et al., 2022; Gaiser, 2020). Its single-use nature poses an unprecedented threat to the environment Lisboa et al., 2022; Nguyen et al., 2021). Research has indicated that 63 percent of plastic waste consists of packaging materials (Lisboa et al., 2022; Nguyen et al., 2021). Packaging materials are the primary cause of household consumption's up to one-third environmental effect. It has had a significant effect on the packaging industry because the packaging is frequently mentioned as waste-source friendly (Lisboa et al., 2022; Wandosell et al., 2021). Most consumers in every market stated that a package "made from recyclable materials" was its main reason for being ecologically friendly (Lisboa et al., 2022; Wandosell et al., 2021). Furthermore, several studies have suggested the use of biodegradable materials, bio-composites, and biopolymers as natural processes are unable to quickly break down plastics and polymers (Yaputra et al., 2023; Nguyen et al., 2021). The previous literature shows that young consumers are more environmentally conscious (Kautish & Sharma 209; Lisboa et al.,2022), more aware of ecological difficulties (Wandosell et al., 20210), and more willing to consume environmentally friendly items (George et al., 2023). No earlier observations have investigated the factors impacting motivators and resistors in making sense of consumer purchase intention and behavior toward sustainable packaging products in a cohesive framework. Behavioral Reasoning Theory (BRT) is used in this study to close the gap in knowledge on consumers' purchasing intention regarding sustainable packaging products. BRT is a new theory that examines the relationships between the reasons, reason for (RF) and Reason against (RA), values (beliefs), attitudes, and intentions to employ particular inventions to provide a broad overview of consumer behavior and intentions (Westaby, 2005). Most of the research has been conducted in developed nations and has examined the factors that lead consumers to choose environmentally friendly packaging for their products (Kingston & Paulraj 2024). In Pakistan, there is no research done on sustainable packaging using BRT. Therefore, the main objective of this study is to determine 1* Research Associate, Department of Management Sciences, COMSATS University Islamabad, Vehari Pakistan, sobia@cuivehari.edu.pk 2 Assistant professor, Department of Management Sciences, COMSATS University Islamabad, Lahore Pakistan 3 Assistant Professor, The Islamia University of Bahawalpur Pakistan 4 Assistant Professor, Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan 5 The Islamia University of Bahawalpur Pakistan