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paper and paperboard, aluminum, wood, plastic/polymeric materials, and hybrid structures, are the most
essential packaging concerns. Techniques such as repurposing, recycling, incinerating with energy
recovery, and composting could be used to reduce packaging waste (Cosmetics Europe, The Personal Care
Association, 2012b) (25). Consumers like to replace plastic packaging with a variety of recyclable glass and
cardboard packaging as much as feasible, according to Arvanitoyannis (37); perhaps the reusability of
packaging will attract customers. According to the findings of the Borundh (38) study, attitudes regarding
the usage of environmentally friendly recyclable materials lead to environmentally beneficial behavior.
Bioplastic packaging is in great demand these days, and it's only becoming higher. Indeed, compared to
petrochemical-based polymers that are not bio-recyclable (compostable or biodegradable, according to UNI
EN ISO 13432) (43), biodegradable and bio- based polymer matrices will be an added value.

Here the significance value (p-value=0.000) is less than 0.05, this shows that the model fits the
data significantly better than the null model.

For Product recyclability and reuse p-value <0.05, this indicates that the product recyclability
and reuse have a statistically significant corelation with the consumer decision making to buy
a sustainable cosmetic product.
H4: Product labels of the product influence consumer’s decision towards buying a sustainable
cosmetic product.

Because the client decides after experiencing a multisensory approach, mostly focused on a visual and
tactile experience, packaging should be able to catch the consumer's attention.
Indeed, the packaging effect has the greatest impact on the first phase of the purchase, which consists of
attracting the consumer's attention and initiating the stimulus to the brain (Romani and Dalli, 2012) (26). In

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