Convergent optimization of Eco-innovation, Resource-Constrained Product Development (RCPD) & Green Advertising to attain Sustainable Packaging

Abstract

Under immense pressure on the ecological environment due to anthropogenic activities, innovative marketing has developed various approaches like being Customer-Centric, Profit-Centric or Eco-Centric. Eco-centrism, as applicable to innovative marketing when orchestrated with Resource Constrained Product Development (RCPD) can be glamorized to lure the customers via Green Marketing. Sustainable Packaging as one of the tenets of Green Marketing when extrapolated via Eco-Innovation can yield plausible results to lay the foundation of sustainability. Bio-degradable packaging when catapulted via Green Advertising can not only lead to the escalation of eco-consciousness but also strengthen the establishment of sustainability. This conceptual research paper attempts to qualitatively justify the optimization of Resource Constrained Product Development (RCPD) via the combinational effects of Eco-Innovation and sustainable packaging propelled via Green Advertising. Literature from many different fields, including management and environmental sciences, was treated qualitatively by being culled from the vast data archives available online. Deducing feasible inferences and expanding a conceptual model were aided by a method that combined grounded theory and conceptual framework analysis (applied to the framework structuring of the whole literature based on homogeneity). The study is meant to serve as a model for future researchers in the field of industrial green packaging, as well as advocates of sustainable marketing, eco-legal experts, and social attorneys interested in environmental tactics.