Vol. 11, Issue 11, Part B (2025)

Abstract
This research paper examines how packaging design and sustainability affect the consumer buying choices regarding organic cereals in Delhi NCR. The study responds to the increased level of consumer interest in ecologically-friendly and aesthetically-pleasing products by analyzing how the two influence purchasing decisions. A descriptive cross-sectional survey was done with 300 respondents who were chosen in stratified random sampling to represent a representative selection in terms of age, gender, income and education. The structured questionnaire was utilized where the 5-point Likert scale was chosen as a means of data collection, and reliability and content validity were assessed through the reference to Cronbach’s alpha and content validity index. The data was analyzed using descriptive statistic, correlation analysis, regression analysis and ANOVA. Findings show that purchase-related to packaging design (mean = 4.2) and sustainability awareness (mean = 3.9) have significant impacts on purchase (mean = 4.0). Correlation and regression results show that two factors have a positive influence on consumer choice, but the effect of packaging design is slightly more (0.48, p<0.01). ANOVA indicates drastic differences in terms of sustainability awareness levels. The results have indicated that marketers can maximize the sales rates of organic cereals by maximizing the appeal of the packaging and facilitating sustainability.